Extra extra read all about it....

[safrane]

Well this is novel... I wonder how long it is until a hack is found to getthem all for free?

BMW introduces new heated seat subscription in UK

The company says the £15 per month payment allows UK drivers to "experiment" with features.

www.bbc.co.uk

 

[Zep]

That seems entirely pointless. Much like my annoyance at having to pay to enable the high beam assist in my BM.

 

[allandwf]

Had to check this wasn't the 1st of April.

 

[2b1ask1]

Up until about 15 years ago, BMW sold you the base model and up-spec’d it at your request, you didn’t get a stereo or electric windows etc.

 

[midlifecrisis]

Daft, clearly BMW marketing have employed the marketing boss of Ryanair.

 

[Oneball]

They’re not the first. Tesla were being taken to court a couple of years ago by the 2nd owner of a car that had a number of features removed after he bought it. Not sure if the case was resolved.

 

[Scaf]

I am just about to have a fight (which I will lose of course) with Jaguar. My XJ is just coming up to 3 years old and I have had two notifications so far, one about a subscription to keep some feataures on the remote access App “live” and one for the day nav live traffic, Both features sold with the car - I had no idea there was a subscription in the back ground (I bought it used). It’s such a con………

 

[Hawk13]

It's the same with lots of manufacturers ... albeit BMW do seem to be taking the p1ss with this.

 

[Zep]

I guess what they are doing is giving people the option to try before they buy with the subscription. Plus they think (know) that when people subscribe to something, some forget and keep paying for an age.

It’s pretty good marketing, we all know once we’ve had a feature on a car it’s annoying to lose it.

 

[safrane]

I wonder if this could be used for sanctions in Russia... turn off all their heated seats and steering wheels.

 

[MaserMM]

I wonder if this could be used for sanctions in Russia... turn off all their heated seats and steering wheels.

Ifrozma Bolokov has just cancelled.

 

[outrun]

You can turn on these features with the right software anyway. That will pi$$ them right off.

 

[Doohickey]

I am just about to have a fight (which I will lose of course) with Jaguar. My XJ is just coming up to 3 years old and I have had two notifications so far, one about a subscription to keep some feataures on the remote access App “live” and one for the day nav live traffic, Both features sold with the car - I had no idea there was a subscription in the back ground (I bought it used). It’s such a con………

Unfortunately, I'd be amazed if you win. When I bought my XE, it was clear that both of those were free for 3 years and then a subscription service. If you win please let me know since mine is 3 years old next March.

In reality, the App is pretty rubbish and I hardly ever use the car sat nav so can do without both.

 

[gb-gta]

My interest in new cars is waning fast, the more they are turned into giant mobile smart phone the less I like them. The final straw being the addition, on all new models released from now, having to be fitted with the incessant binging warnings and government controlled throttle pedal that is ISA systems.

Just waiting for our GR86 to arrive, which was just released in time to not be lumbered with all this eye in the sky cr@p. Hopefully being a Toyota it will last 20 years plus so I’ll never need to have a satellite controlled car full of apps and multiple touchscreens!

 

[Wack61]

Hardly anyone buys a new car , most are on pcp,pch,lease

I see this as streamlining the production line , one seat manufactured in different colours , so rather than the old days where you ticked the options box and the price went up which creates an admin cost, then the seat manufacturer adds a cost , there's more storage as you need different seats in stock.

This way if owner one doesn't want heated seats they don't pay but if owner two does its a phone call and £15 a month over the lease cost, it's just a digital options box.

 

[Scaf]

Unfortunately, I'd be amazed if you win. When I bought my XE, it was clear that both of those were free for 3 years and then a subscription service. If you win please let me know since mine is 3 years old next March.

In reality, the App is pretty rubbish and I hardly ever use the car sat nav so can do without both.

I don’t expect to win, but through my busienss I buy a lot of Jaguars (£1.3m in last 24months) so it will be their loss.

 

[allandwf]

..... and government controlled throttle pedal that is ISA systems.

This is what we were discussing in the thread about electronically controlled speed limiters.

 

[Zep]

Hardly anyone buys a new car , most are on pcp,pch,lease

I see this as streamlining the production line , one seat manufactured in different colours , so rather than the old days where you ticked the options box and the price went up which creates an admin cost, then the seat manufacturer adds a cost , there's more storage as you need different seats in stock.

This way if owner one doesn't want heated seats they don't pay but if owner two does its a phone call and £15 a month over the lease cost, it's just a digital options box.

I think you are right, apart from the stock part. In a just in time production environment each seat will be made to order and delivered to the factory by a supplier within a very short time frame of being fitted to a car. This keeps working capital to a minimum, shortens the time between taking delivery and realising the revenue and down streams storage costs to the suppliers.

To my mind there will be a unit cost increase per vehicle, extra wires, heating pads etc. But a reduction in configurator development costs and reduction is the number of SKUs reducing ordering errors and therefore reworks. I expect it will still be cost negative (I.e. more expensive) but this will be made up for from the upgrade or subscription cost.

The clever part for me is the subscription model. They say you can buy and keep the upgrade for say £150, but you can subscribe for £15 a month. People will think “I won’t use them, except for in the winter” so will subscribe instead of buy, then forget to cancel and end up paying £180 for 1 year.

I mean, how many people subscribed to Netflix and then didn’t use it after the initial period then cancel a year later £120 out of pocket?

 

[allandwf]

So basically preying on people's weaknesses?

 

[Zep]

So basically preying on people's weaknesses?

Preying is one word I guess. They would say that they are giving people a choice on how to consume. If you are organised you save, if not you pay. Much like the Netflix example. Before, if you wanted to watch a film, you’d buy a DVD. Now you subscribe, no option for a one off purchase, and an initially lower cost. There is only one way that model is more profitable, the dormant but paying accounts.