BMW\u0027s attempt to charge for already installed heated seats shows there\u0027s a balancing act to be had
One of the more unpopular moves in the automotive industry in recent times was BMW’s attempt to charge customers to ‘activate’ hardware options that were already fitted in their cars, the likes of heated seats. “People feel that they paid double – which was actually not true, but perception is reality, I always say,” BMW’s sales and marketing chief Pieter Nota told Autocar last month. “So that was the reason we stopped that.
It’s a tight balance between additional value that you’re happy to pay for and not.” It is indeed a balancing act, and at the moment it feels a bit of a wild west in who’s offering what, for how much and what it’s called. I’ve spent some time in a Range Rover Sport recently and when exiting the vehicle one day it offered me a software upgrade through a software over the air update that had a long list of improvements that would be made to the car. This was welcomed.
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