BMW has made a U-turn on a controversial subscription service that saw drivers pay a fee to activate the heated seats already fitted to their car.
First announced in 2020, the subscription was intended to be one of many ways to offer flexibility to customers, who could opt in to pay for vehicle functions when it suited them, then stop paying when they were no longer wanted.
But instead of options like increased electric car performance – as was later offered by Mercedes – or other technology-driven functions like autonomous parking or a 5G data connection, BMW drew criticism for charging a subscription for heated seats
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