Heating a seat in a BMW is just the beginning

Heating a seat in a BMW is just the beginning


from Claus Ludewig
We recently reported that BMW could buy seat heat by registering. In the future, however, there will probably be more jobs for just a fee.

In the current economic climate, more and more companies are looking for new ways to make money. Meanwhile, with the possibility of eliminating combustion engines in the EU from 2035, the transition to electromobility is imminent. However, electric cars by nature have features that require little maintenance compared to a combustion engine drive. In order to still be able to earn revenue in the area of ​​high profit sales, more and more car manufacturers are relying on registration models. The major German brands Audi, BMW and Mercedes are already moving forward. BMW is already selling seat heating as a registered or fully activated vehicle. However, this is just the beginning. According to In the Cox Vehicle survey, only 25 percent of car buyers want monthly or annual fees Pay to unlock car components. However, the automotive industry seems to want to try it.

What would new car customers pick up on the car?

Interested respondents interviewed will be willing to pay for security services. More than 80 percent of study participants would pay a maximum of $ 35 a month to be able to use the departure warning system, for example. In the case of comfort jobs, on the other hand, the willingness to pay is not very high. With the introduction of the BMW 8.0 Operating System for models such as the BMW iX electric car, there is a whole new possibility for the Munich car manufacturer. The devices running the display network were developed in partnership with Qualcomm. Along with distributors, BMW Car IT GmbH has developed the distribution of Linux and BMW OS 8.0 and from next year 2023 will also be available in selected models of BMW compatible with their own OS. still give Android Automotive OS, but without Google services.

With the BMW OS 8.0 infotainment system, comfort systems and individual support can be sold later. With the new versions of the BMW X1 and the BMW 2 Series Active Tourer, the car manufacturer is trying – in some countries – a new model for the sale of special equipment. According to the price list starting July 2022, there will be arrangements for heating the seat and steering wheel as an addition to the charge package for both car designs built in late 2022. For example, there is a 2er Active Tourer for additional charge “preparation of seat / passenger heating” (equipment code 9QT), where BMW writes “Empowerment in the BMW online store, via My BMW app or in your car is possible later for a fee”. Alternatively, it is still possible to purchase a hand-held heating chair for 350 euros with equipment number 494. In addition to the seat heating, BMW also offers an additional steering wheel registration, where customers in Austria have to pay more than in Germany.

To turn it on, you must have a BMW user account and turn on special equipment in the Connecteddrive Store after purchasing a car for a fee. In addition to the registration of 17 euros per month, you can also activate the seat temperature for 385 euros indefinitely, if the previous owner bought the preparation. This process results in several advantages for BMW. On the one hand, 385 euros is about 35 euros more than seat heating in the previous model an additional cost. On the other hand, a user account with BMW is required for some services to be sold in the Connecteddrive Store. For BMW customers, on the other hand, this means that they can pay more than ever before. After all, the owner is also free, like that Registration for seat heating for just one month for 17 euros and therefore it is cheaper to drive with lower temperatures. In addition, buyers of used cars can return the BMW and components without having to drive to the workshop. In addition to heating the seats, selected support systems such as flexible maritime transport controls are also sold in the Connecteddrive Store. In the future, “more work on demand” will be added. For example, the new BMW 7 Series and electric i7 will have a theater screen, which is a Fire TV stick built into the car for the rear passengers. To use it, you need the amount of data paid by the Amazon account. However, DLC should be used by most automotive manufacturers, as we show on the next page as an example. Many car manufacturers would even like to turn cars into game controls. Tesla serves as a model here, installing the infotainment system and graphics chip of AMD Ryzen and RDNA 2 which provides enough power for Cyberpunk 2077.

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