BMW expects the registration criticism to end

BMW expects the registration criticism to end


As we now know, there has been a significant backlash from various quarters to BMW’s plans to take over the registration of comfort-enhancing devices. Discussions started in South Korea and now the brand is also introducing it in the UK.

Despite all the criticism, BMW defends the choice of this new source of income. Initially it did so through a thread on Twitter, in which he tried to create transparency.

BMW defends the position

German car manufacturer it said the following about the entire dispute that arose: “Owners should not pay a registration fee for heated seats or other options that are ordered with the purchase of the vehicle.” A spokesperson for the brand added: “Models ordered with heated seats have heated seats. You don’t have to pay more for it. This has never changed and will never change.”

Price list, BMW 3 series
(Photo: BMW)

That sounds encouraging, but the following statements are more worrying. This time the manufacturer tells the American Bloomberg the following: “We know that customers today are more willing to adapt their needs than ever before.” BMW also believes that all criticism will eventually fade away and be forgotten.

BMW is asking around 18 euros per month for heated seats

In addition, the automaker says that registration forms add more flexibility to its vehicles. For example, an owner may choose not to pay the full amount for seat heating when purchasing a car, but may choose to purchase only the heating element during the winter months. For South Korea and now the UK, those monthly costs will be around 18 euros.

A billion dollar profit

BMW believes that through these registration forms around 5 billion euros in sales is imminent. That should be achieved by 2030. It is also not the only company that thinks that gold money can be obtained from such a subscription. At the beginning of March, Stellantis had his moment presentation on the long-term vision already know how to capitalize on their own programs. One of the ways to do this is to offer subscriptions. This is expected to generate more than 4 billion euros.

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