BMW clarified how these subscriptions would work for American customers after confusion in the South Korean market began as some customers ordered BMWs that already had heated seats as standard. Because of a database mistake, these customers were still offered the option to pay a monthly fee for it. Despite this early stumble, BMW is doubling down on its micro-transaction strategy as it believes that this provides customers with greater flexibility.
“We know from our customers that their mobility demands are not as static as they used to be,” said BMW spokesman Torsten Julich according to Bloomberg. There is some truth to this as customers will now have the option to test new tech features without committing to them in the long-term, which could actually save them money if they don’t like it.