Auto concern BMW introduced subscription to some options in new car models. Without a subscription, the capabilities of the car will be cut, although the necessary components are present in the filling.
One of these options is electric heated seats. In the UK, this service is offered for £15 per month, but you can save: a year will cost £150, two years £250, and indefinitely £350. In Russian currency, these are 1040, 10400, 17360 and 24300 rubles, respectively. However, the savings when making a long-term subscription is quite doubtful, because seat heating is required not all year round, but six months or even less at most.
BMW offers to subscribe to its online store and other services for a month or more: heated steering wheel (from 10 pounds), recording on the dash cam (from 25 pounds), a virtual assistant with alerts about cameras on the road (from 35 pounds ), auto headlight dimming (from £10), race car engine sound in the cabin (from £99), map updates in the navigator (from £79), cruise control (£750).
BMW notes that after signing up for a subscription, customers do not need to contact the car dealer to install options. These options are blocked only at the software level, and the subscription unlocks them temporarily or permanently, depending on the amount of the payment made. In most cases, a free trial period is provided.
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BMW offers these subscriptions in a number of countries including the UK, Germany, New Zealand and South Africa. Based on the results of the experiment, a decision will probably be made whether to extend this practice to other markets where the brand is present or to abandon it in favor of more traditional sales – when additional options are added at the time of buying a car, and then you do not need to pay for them.
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