Several years ago, the famous German car manufacturer BMW began selling its customers the rights to use various functions and capabilities of cars. This was an unpleasant surprise for owners of multiple models since such basic options as heated seats and rain sensors were included in the list of paid services. In addition to them, many other offers appeared in the BMW online store, which only confirmed the desire of the German car manufacturer to receive additional income from its customers. Let’s figure out how right this decision was and what BMW charges for.
How does BMW make money on its customers?
For over a century, BMW has been a top German company producing cars and other vehicles. It has a good reputation, and many of its models have become iconic and have taken a worthy place in the history of the automotive industry. Such vehicles can now be found at online auctions where they salvage BMW cars for sale.
With its high status, BMW can experiment without fear of excessive customer outflow. As an experiment, the Bavarians began to turn some essential car functions into paid ones. They explained their actions by the desire to provide buyers with the opportunity to equip the model with unique options that the user needs. However, this looks like an attempt to get a stable income from their customers.
A paid subscription provides various additional services. It is purchased for a certain period, and the longer it is, the cheaper the purchase. All paid add-ons are initially installed on cars. However, they are blocked by BMW and will remain in this status until payment. Also, owners of all models have the opportunity to take advantage of a trial period, during which they will be able to test one or another option in real conditions.
List of paid services
The paid subscription is available exclusively to owners of cars with the BMW OS 8 operating system. These include the iX, 7-Series, X1, X7 and all newer models. In older vehicles, which can be purchased at BMW 6 Series salvage vehicle auctions and other online platforms, the company cannot block individual options, so they remain accessible.
The list of paid add-ons is quite long. It contains a wide variety of functions that help drivers drive BMW cars and improve the safety of their trips. Subscription periods and the cost of all services vary widely, so each owner can independently create the optimal set.
One of the most popular paid functions is “Driving Assistant Plus”. Its purchase will make the car more independent. It will allow you to choose the best moment to accelerate and brake without the driver’s help, and it will also teach you to maintain a safe distance from other vehicles. The “Parking Assistant Professional” function is also popular. Having purchased the right to use it, you cannot worry about the need to park. The car will do this for the driver and avoid various troubles. The “Apple Carplay Preparation” function has also gone viral in new BMW models. It ensures the safe use of the iPhone while driving.
The “Traffic Camera Information” option will be handy for those who like to break the speed limit. When purchasing it, the driver will receive messages about approaching speed cameras and will be able to avoid fines. The following paid function is “High beam assistant”. Having paid for the right to use it, the driver will save himself from having to turn on and off the high beam. Also, BMW owners should consider purchasing a subscription to “BMW Drive Recorder” and “ACC Met Stop & Go”. The first allows you to record and view driving videos to analyze the driver’s actions, and the second will teach the car to independently change the speed, depending on the situation on the road. BMW models also have the “Adaptive M Chassis” function. It allows you to activate the process of adapting the chassis to the driving style chosen by the driver.
There are also paid services and options that are not mandatory for the car but add individuality. For example, “Welcome Light Effects” makes the BMW politer. It greets the driver with various light effects when he gets behind the wheel and says goodbye to him when he leaves the car. An equally useless but exciting option is “BMW Iconic Sounds Sport”. It turns on the sound of a sports car engine in the car, which makes any trip more exciting.
Return to services without payment
BMW customers reacted ambiguously to introducing a fee for using certain functions. Most of them (about 70%) expressed their reluctance to buy basic factory options. At the same time, they agreed to pay money to activate the car’s unique capabilities regularly. Based on its customers’ opinion, BMW refused to pay for some functions present in the paid services section. In particular, they reconsidered their attitude to seat heating. Now, it is free for all BMW car owners.
Representatives of the Bavarian company admitted their mistake. They explained the abolition of the fee for seat heating by the desire to make the basic car options available without needing a subscription. They also noted that they want to focus on more unique options related to safety, as well as driving and parking assistance. It is unknown whether any other functions will become free today, but the chances of this are not so great.
BMW is far from the only company that has decided to allow its customers to use specific car functions for money. However, the Bavarians’ decision caused the most significant controversy and gave other manufacturers an idea of generating additional income. At the same time, BMW listens to its customers’ opinions and today canceled the fee for some services. It is unlikely that this decision will change the situation much, but there is hope that in the near future, at least something can be obtained without additional financial injections.
Lynn Martelli is an editor at Readability. She received her MFA in Creative Writing from Antioch University and has worked as an editor for over 10 years. Lynn has edited a wide variety of books, including fiction, non-fiction, memoirs, and more. In her free time, Lynn enjoys reading, writing, and spending time with her family and friends.
