Like it or not, connected cars are here to stay. Buying a new vehicle today involves downloading a companion app, regularly updating software, and struggling with sometimes finicky controls. Taking advantage of this constant connectivity (again) is BMW, no stranger to blowing back over arbitrary subscription fees. The South Korean arm of the automaker has introduced several new subscription services that require additional payments for popular features such as heated seats.
Owners can purchase the features through BMW’s ConnectedDrive Store, and if you’re wondering how a software update could add physical features to the car, it might make you mad to know the hardware is already there. You just can’t access it without paying more.
BMW South Korea charges $18 per month for heated seats, but buyers can choose to pay for one year at $176 or three years at $283. If you want the feature forever, BMW will give it to you for $406. to sell. Do you want a heated steering wheel? If you don’t want to pay $222 for permanent access, prepare to pay $10 a month, $92 a year, or $161 for three years. Wireless Apple CarPlay costs $305, and the ConnectedDrive store offers several other upgrades at an additional cost.
Remember, this isn’t BMW’s first rodeo with subscription services. In 2019, the automaker caused a stir with its decision to stop selling Apple CarPlay as a $300 option and start offering it for $80 per year or $300 for 20 years. While that’s not an outrageous cost, it feels like a slap in the face to pay for a service others get for free, especially at the prices new BMWs sell for. The uproar led BMW to change course and it quickly resumed offering the technology for free, refunding anyone who had the misfortune of paying for the service.
With the disclaimer that you “shouldn’t try this at home”, we’ll tell you that someone will probably figure out a way to afford these things. While BMW South Korea’s warranty policy may be different from here, it’s almost universally understood that fiddling with a car’s electronics will void warranty coverage.
We’d say things are getting better here in North America, but it’s on the wall. Automakers expect to bring in billions for apps, connected services and subscriptions to vehicle features. So while you may not be interested in shopping on Amazon from the driver’s seat, your car manufacturer will probably be chasing you to advertise the latest and greatest.
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