BMW launches heated seat and steering wheel subscription service in the UK

BMW has launched its optional extras subscriptions service in the UK, with owners now able to activate certain techy features (that weren’t specced when the car was built) by paying a monthly fee.

Yes, you did read that correctly. A number of features have been added to BMW’s UK-based ConnectedDrive Store including heated front seats (£15 per month), heated steering wheel (£10 per month), automatic high beams (£10 per month) and the ‘Driving Assistant Plus’ active cruise control (£35 per month).

Own a BMW? If you log in to the online shop it’ll bring up the options available for your specific car, and if you really want to be paying monthly to warm your bum then the feature will be activated via an over-the-air update. And yes, that does mean all the hardware needed to heat the seat/steering wheel was already built into the car. 

Not a fan of the subscription model? Each feature can be bought outright and there are others that aren’t available for a monthly fee. That includes – get this – Adaptive M Suspension that can be added retrospectively for £399 simply by clicking ‘add to basket’ on the online shop.

Thoughts, Internet?