BMW Launches Subscription Service for Heated Seats and More in Korea, (from page 20220717.)
External link
Keywords
- BMW
- heated seats
- subscription service
- Korea
- driver-assistance
- Connected Drive
Themes
- BMW
- heated seats
- subscription service
- driver-assistance
- Korea
- Connected Drive
- monthly payments
Other
- Category: technology
- Type: news
Summary
BMW has introduced subscription-based options for features like heated seats in Korea, charging ₩24,000 ($18) monthly or offering yearly and multi-year plans. Customers have the flexibility to pay for these features temporarily or permanently, with other options including driver-assistance software and a heated steering wheel also available for subscription. While this model has sparked cynicism, it offers users the chance to try features without a long-term commitment. However, the potential for modders to unlock these features without payment exists, drawing parallels to similar practices seen with other car brands.
Signals
name |
description |
change |
10-year |
driving-force |
relevancy |
Subscription-Based Car Features |
BMW offers heated seats and other features as subscription services in Korea. |
Transitioning from one-time purchase of car features to ongoing subscription payments. |
Widespread adoption of subscription models for car features, influencing consumer purchasing decisions. |
Increasing demand for flexible payment options and ongoing revenue streams for automakers. |
4 |
Modding Culture and Software Unlocks |
Car enthusiasts may find ways to unlock subscription features without payment. |
Shift from paying for features to finding alternatives through community-driven modifications. |
Potential rise in a subculture of tech-savvy owners bypassing subscription fees through hacking or modding. |
Growing DIY culture and technological savvy among car enthusiasts. |
3 |
Digital Infrastructure in Cars |
BMW’s options can be added or modified via smartphone or computer. |
From traditional car features to digitally managed options accessible remotely. |
Cars will increasingly rely on software updates and digital management for features and enhancements. |
Advancements in automotive technology and connectivity, making cars more like digital devices. |
5 |
Consumer Acceptance of Paywall Features |
Some consumers may accept paying for features they already have in their cars. |
Shift from traditional ownership and access to a subscription-based access model. |
Consumer behavior will evolve to accept ongoing payments for features rather than one-time purchases. |
Changing perceptions of ownership and service models in the digital age. |
4 |
Concerns
name |
description |
relevancy |
Subscription Economy Impact |
The shift to subscription fees for basic car features may alienate consumers and set a precedent for future automotive purchases. |
4 |
Black Market Modding |
Potential for increased modding and hacking to bypass subscription fees, leading to safety and legal concerns. |
3 |
Consumer Backlash |
Customers may resist or reject subscription models, leading to negative brand perception and loss of loyalty. |
4 |
Digital Divide |
Higher costs for optional features could exacerbate inequalities between affluent and budget-conscious consumers. |
4 |
Software Vulnerabilities |
Introducing subscription-based features could create opportunities for security vulnerabilities in vehicle software. |
3 |
Market Saturation of Subscriptions |
An influx of subscription models may create consumer fatigue and diminish the perceived value of added features. |
3 |
Precedent for Future Sales Models |
BMW’s model could inspire other manufacturers to adopt similar subscription strategies, altering the automotive sales landscape. |
5 |
Behaviors
name |
description |
relevancy |
Subscription-Based Vehicle Features |
Car manufacturers offer physical features like heated seats as subscription services, allowing flexible payment options. |
4 |
Modding and Software Hacking |
Car enthusiasts exploit software vulnerabilities to unlock paid features, transforming ownership experiences. |
5 |
Consumer Flexibility in Vehicle Customization |
Owners have the option to subscribe, purchase, or try features, reflecting a shift towards personalized vehicle experiences. |
4 |
Market Testing for Digital Services |
Automakers test subscription models in various markets, indicating a trend towards digital service monetization. |
3 |
Technologies
name |
description |
relevancy |
Subscription-based automotive features |
Monthly subscriptions for physical car features like heated seats and driver-assistance software. |
4 |
Connected Drive technology |
Digital connectivity options in vehicles allowing features to be added or paid for remotely. |
4 |
Artificial noise generators for electric vehicles |
Technology that adds sound to electric cars to enhance driving experience. |
3 |
Car feature unlocking via software modification |
Modding practices to unlock car features using software and hardware modifications. |
3 |
Issues
name |
description |
relevancy |
Subscription-based automotive features |
The trend of charging for physical car features like heated seats on a subscription basis may influence consumer expectations and market dynamics. |
4 |
Consumer backlash against paywalled features |
Potential dissatisfaction among consumers regarding the monetization of previously standard features may lead to brand loyalty issues. |
4 |
Modding and software unlocking |
The rise of car enthusiasts finding ways to unlock subscription features through modding may challenge manufacturers’ control over software. |
3 |
Market segmentation and pricing models |
Differing subscription prices in various markets could lead to disparities and confusion among consumers globally. |
3 |
Impact on used car market |
Subscription features may affect the resale value of vehicles, as buyers might be wary of ongoing costs for essential features. |
3 |