[ssharp]

I'm sure BMW could make a case where between 1) not needing to manufacture non-heated seats anymore improves manufacturing efficiencies and costs and 2) the people paying for the subscription brings in enough revenue that BMW can sell the car for the same price as it was without the heated seat hardware.

However, no consumer is actually going to believe that and they're just going to assume they'd paid for something they don't get value from without having to pay more.

[joot82]

I just wonder why they're so obsessed to make heated seats an optional feature to charge for... it comes standard these days on so many other cars in lowest trim, including Volkswagen (which is considered less premium in Munich). If they see scaling benefits by equipping every car with heated seats just do it and price it in the base offer. The backlash from this probably cost them more than they can ever raise through a seat subscription.