BMW owners can now warm their buns with peace of mind, knowing they won’t have to pay a ridiculous monthly fee for the pleasure of a toasty backside during those cold winter months. BMW has dropped its plans for an $18 a month heated seats subscription after customers balked at the idea of paying extra to unlock existing functions in their cars.
This comes courtesy of Autocar’s interview with Pieter Nota, BMW board member for sales and marketing, during the IAA Mobility conference in Munich. Nota said the heated seats subscription fell under the automaker’s broader experiments with microtransactions — just not a very successful one.
“We thought that we would provide an extra service to the customer by offering the chance to activate…
