German car maker BMW has quietly dropped a service which meant new car buyers had to pay a subscription to unlock certain features on their cars.
The company had previously advertised the option of heated seats in it Connected Drive store for €20 a month or €200 per year. Other options included heated steering wheels and certain driver assistance systems.
Unsurprisingly, customers who were paying considerable amounts for their new vehicles were not impressed by having to pay extra to unlock functions that were already on the vehicles. The car maker has now back tracked on what is being called a microtransaction experiment, however, it is worrying sign of manufacturer thinking on how they can squeeze more on-going revenue from their customers.
BMW is continuing to offer certain features such as advanced driver assistance systems and adaptive suspension as a subscription option in some regions.