Key Takeaways
- BMW will no longer charge customers extra for activating hardware-based functions in their cars.
- The automaker will focus on offering paid on-demand services related to software and service-related products like driving and parking assistance.
- The decision comes after customer backlash over a previous subscription model for heated seats.
In a move that’s sure to please car enthusiasts and BMW owners alike, the Munich-based automaker has announced that it will not charge customers extra for activating hardware-based features in their vehicles.
This decision comes after BMW faced controversy last year for offering a monthly subscription to activate heated seats in some models.
Pieter Nota, BMW’s board member for sales and marketing, acknowledged the company’s learning curve in this area.
“We have some experience with that, and testing how the customer responds is part of that process,” he said. This statement reflects a broader trend in the automotive industry, where customer feedback is increasingly shaping the services and features offered.
It’s a win for consumer advocacy and shows that even giants like BMW are not immune to public opinion.
The Future of On-Demand Services
While hardware-based functions will no longer have an extra price tag, BMW is not completely stepping away from the on-demand service model. The company will focus on offering software and service-related products, such as driving and parking assistance, which can be added later after purchasing the car.
These are areas where customers are already accustomed to paying for additional features, much like downloading a film or an extra feature on an app.
In closing
BMW’s decision to abandon extra charges for hardware features is a significant step in the right direction. It enhances the brand’s customer-centric approach and sets a precedent for other automakers to follow.
As the lines between cars and technology blur, it’s refreshing to see a company take a stand that benefits the consumer. This move could set the tone for how automakers approach on-demand services in the future.
