Last year, BMW’s decision to require an additional subscription fee for various car functions caused a major storm of indignation – the specific example is seat heating. The machine is technically equipped with everything necessary to provide this function, but to activate it, you have to pay extra. Customers complained a lot, stressing that it is unethical to ask for additional payment after 50-60 thousand euros have already been paid for the car.
The Bavarians have decided that this experiment and the subsequent public reaction is not what BMW would like, so BMW will abandon this idea. In the interview Autocar said BMW board member Peter Nota. “We have a very well-known example of heated seats and we don’t do that anymore – either you have heated seats or you don’t. We offer them from the factory, they are either included in the package or not,” says Nota, pointing out that this is how BMW wanted to offer the possibility to activate a service later according to the customer’s wishes and needs, but the public did not take it well, so the manufacturer abandons this practice.
BMW does not completely abandon the idea of offering “on-demand” services for a separate fee, but attention will be focused on the development of various driving assistance systems, which the customer can then purchase for an additional fee if he wishes. We think that we will get a wider insight into such solutions with the electric models of the new generation of BMW Neue Klasse.
2023-09-09 16:38:56
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