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BMWs test-balloon gets bad rep, but the PR kerfuffle just shows how much we're influenced by marketing, considering Tesla's offering of selling you a cheaper ca

BMWs test-balloon gets bad rep, but the PR kerfuffle just shows how much we're influenced by marketing, considering Tesla's offering of selling you a cheaper car that will be permanently disabled from receiving certain software enabled features and no such outcry happening at all. To play devils advocate: - it streamlines production massively - while still allowing the most affordable version to be bought - but improves product options on the secondary car market Im no fan of BMW's subscription model, but when you're leasing a car, it's effectively the same. Edit: I'd rather have the option to opt out of this pricing scheme even if it would coust me more upfront

dangus 4y ago
I had the same reaction. I went as far as calculating it. If you’re a leasee, the heated seat subscription saves you money over your 3 years of ownership. BMW being a luxury brand, a large chunk of owners are going to lease. Plus, BMW had an option to opt-out and buy lifetime.
- charcircuit 4y ago
  When calculating it did you count hot months? I imagine in the majority of months having seat warmers is useless.
  - dangus 4y ago
    I did count the hot months, which would make the breakeven basically the length of your lease (well, I think for the lease I just compared the 3 year subscription which is slightly discounted) – but yes, if you figure that the person will unsubscribe outside of the 3 coldest winter months it's like a 10 year breakeven IIRC. I don't know many BMW owners that keep their cars for 10 years. To their mild credit BMW is at least charging what amounts to a discount for the subscription for their typical buyer, as long as they stay on top of whether they're subscribed or not. I guess you could say it's annoying to have to subscribe and unsubscribe, and it would make a lot more sense if the subscription guaranteed that the hardware was repaired for free. Still, heated seats rarely break in modern cars from my experience.

dangus 4y ago

I had the same reaction. I went as far as calculating it. If you’re a leasee, the heated seat subscription saves you money over your 3 years of ownership. BMW being a luxury brand, a large chunk of owners are going to lease. Plus, BMW had an option to opt-out and buy lifetime.

charcircuit 4y ago
When calculating it did you count hot months? I imagine in the majority of months having seat warmers is useless.
- dangus 4y ago
  I did count the hot months, which would make the breakeven basically the length of your lease (well, I think for the lease I just compared the 3 year subscription which is slightly discounted) – but yes, if you figure that the person will unsubscribe outside of the 3 coldest winter months it's like a 10 year breakeven IIRC. I don't know many BMW owners that keep their cars for 10 years. To their mild credit BMW is at least charging what amounts to a discount for the subscription for their typical buyer, as long as they stay on top of whether they're subscribed or not. I guess you could say it's annoying to have to subscribe and unsubscribe, and it would make a lot more sense if the subscription guaranteed that the hardware was repaired for free. Still, heated seats rarely break in modern cars from my experience.