{"id":29319,"date":"2023-01-11T16:08:34","date_gmt":"2023-01-11T16:08:34","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/bmw-further-embraces-making-basic-features-a-costly-subscription-service\/"},"modified":"2023-01-11T16:08:34","modified_gmt":"2023-01-11T16:08:34","slug":"bmw-further-embraces-making-basic-features-a-costly-subscription-service","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/11\/bmw-further-embraces-making-basic-features-a-costly-subscription-service\/","title":{"rendered":"BMW Further Embraces Making Basic Features A Costly Subscription Service"},"content":{"rendered":"

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from the sorry-seatbelts-are-extra<\/i> dept<\/h3>\n

Last year BMW took ample heat for its plans to turn heated seats into a costly $18 per month subscription in numerous countries. As we noted at the time, BMW is already including the hardware in new cars and adjusting the sale price accordingly. So it\u2019s effectively charging users a new, recurring fee to enable technology that\u00a0already exists in the car and consumers already paid for<\/a>.<\/p>\n

The move portends a rather idiotic and expensive future for consumers that\u2019s arriving faster than you\u2019d think. Other companies have also embraced the idea, and BMW continues to find new options to turn into subscription services. The latest: remote engine starting, which will soon cost car owners an additional $105 every year. On the plus side, there\u2019s at least some flexibility with the pricing<\/a>:<\/p>\n

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Most of these features are available through either a 1-month, 1-year, or 3-year subscription, or can be purchased outright for a one-time fee. Motorauthority reached out to BMW USA and found that the Remote Engine Start costs $10 for 1 month, $105 for 1 year, $250 for 3 years, or can be purchased for $330 for the life of the vehicle.<\/em><\/p>\n<\/blockquote>\n

Again, this technology \u2014 and every other technology BMW is going to do this with \u2014 is already included in the higher-end price tag of BMW vehicles. It\u2019s effectively double dipping (to please Wall Street\u2019s insatiable desire for improved quarterly returns at any cost<\/em>) dressed up as innovation. It\u2019s not a whole lot better than your broadband ISP charging you $10-$25 every month for years for a modem worth $70. <\/p>\n

Once companies get a taste of fatter revenues from charging customers for things they\u2019ve already technically paid for, it won\u2019t really stop without either regulatory intervention, or competitive pressure from automakers that avoid the model. BMW\u2019s also turning a lot of other features into subscription services, like parking assist, video driver recording, and other features:<\/p>\n

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As for the Driver Recorder, it is available for $39 for 1 year, $99 for 3 years, and $149 for a one-time payment. Driving Assistant Plus with Stop&Go can be added for $20 for 1 month, $210 for 1 year, $580 for 3 years, and $950 with a one-time payment. As for Parking Assistant Professional, it is available for $5 for 1 month, $50 for 1 year, $130 for 3 years, or a one-time fee of $220.<\/em><\/p>\n<\/blockquote>\n

Hackers are already fiddling with ways to enable the technology<\/a> without paying a subscription fee, which will launch an entirely new cat and mouse game that, if automakers get too creative with their crackdowns (like claiming you\u2019re voiding your warranty by enabling something you already own), could also run afoul of the FTC\u2019s tougher stance on right to repair issues<\/a>. <\/p>\n

\nFiled Under: automotive<\/a>, car<\/a>, charges<\/a>, consumers<\/a>, rip off<\/a>, subscription service<\/a>, vehicles<\/a>
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Companies: bmw<\/a>\n<\/p>\n<\/div>\n