BMW now offers optional subscription-based features

Following the example of the software industry, BMW will now offer optional subscription-based equipment. Although the components are already installed and do not involve any operating costs for the manufacturer, the Bavarian company is determined to milk its customers for recurring revenue.

Seat heating, Driving Assistant Plus, High Beam Assistant and Driving Assistant Plus are already available in some regions with a monthly subscription, and prices are not low at all, starting at about $ 18 a month for.

At the moment, BMW is only testing the waters in the Asian markets, but it would not be excluded that in the future all luxury vehicles will have optional equipment with subscription or micro-transactions.