The business model of the premium car market is changing, and BMW is one of the best examples.
The subscription and microtransaction payment system popularized by digital platforms is coming to the automotive sector. One of the actors to have embraced this path is the German brand BMW.
400 euros for heated seats… or 20 euros per month
The manufacturer launched its ConnectedDrive program a few years ago, and it has recently been enriched with new options. The service allows owners of a compatible vehicle to take out a subscription or pay for a package to unlock features. No passage to the garage is required, a software update takes care of unlocking the paid options.
In several countries, including France, BMW offers for example an option of heated seats adjustable on three levels individually. Three subscription plans are available:
- 1 month: 20 euros
- 1 year: 180 euros
- 3 years: 280 euros
The manufacturer still leaves the possibility of buying the unlimited option for the price of 400 euros. A one-month trial period can also be requested to test the functionality before proceeding to checkout.
Functions integrated as standard, but blocked
In France, thirteen options can be acquired in the form of a subscription or a microtransaction. Steering wheel heating starts at 15 euros per month, or 240 euros for life, “ as long as the technical requirements are met for this vehicle “says BMW.
Another option that is likely to get people talking is BMW Online Entertainment, billed at 220 euros per year and which provides access to a catalog of musical titles from partner streaming platforms such as Deezer and Napster.
In terms of driving comfort, we can also mention the Drive Assist Plus, which automatically maintains the distance with the vehicle in front, the desired speed and the lane, for 40 euros monthly or 880 euros all at once. Or, anti-dazzle high beams which automatically switch to headlights or dipped beam when crossing or following another vehicle, at 10 euros per month or for 190 euros unlimited.
BMW communicates little about the new features of ConnectedDrive, probably because the public reception to its announcement was very negative. Consumers resent being deprived of features on their vehicle, not because of hardware limitations, but as a result of intentional software blocking by the brand. However, the future of high-end cars seems to go through this system of on-demand options.
On the same subject :
The new entry-level electric BMW is unveiled, discover it in photos
Source : The Verge
25