[grendelt]

So then make it a standard feature. If it's cheap enough to install, it's cheap enough to include as a base model feature.

[rob74]

If BMW can earn more money by always installing it but making it optional rather than making it a standard feature, guess what BMW will do?

[sebazzz]

Does that consider the fact that people might choose a different car instead because this is not included by default? Or perhaps BMW bets on the Apple effect, that people won't chose a different car anyway.