In 2022, BMW faced significant public outcry when it introduced subscription services for features like seat heating and steering wheel heating, ultimately leading to the discontinuation of these services just a year later. Nevertheless, BMW has indicated that it will not abandon the subscription model altogether. Moving forward, BMW intends to redirect its subscription strategy towards more advanced technologies, particularly driving assistance systems. New vehicles will be equipped with the necessary hardware, giving customers the option to either purchase these features outright before taking delivery or to activate them later through online software updates.

The head of BMW product communications explained that the failure of the seat heating subscription stemmed from its tendency to incite consumer dissatisfaction. In contrast, many driving assistance features entail ongoing operational costs. BMW is of the opinion that customers should not have to decide on purchasing an Advanced Driver-Assistance System (ADAS) at the point of vehicle purchase. Instead, they can opt to buy and activate these features online as and when the need arises.

Additionally, BMW has clarified that it will not impose charges for unlocking 'extra power' through paid services, nor will it engage in the practice of artificially increasing vehicle range through Over-The-Air (OTA) updates.