I am wondering how many commenters actually read the (clickbait) article; BMW offers the option to purchase the feature permanently. The subscription is optional.
In any case, I see customer value in the optionality for this specific case. Perhaps the biggest reason for not purchasing heated seats is that customers have never used them in the past. Perhaps customers would otherwise not want to commit up-front for a feature they think they don't need or will only use 3-5 months out of the year.
In any case, I see customer value in the optionality for this specific case. Perhaps the biggest reason for not purchasing heated seats is that customers have never used them in the past. Perhaps customers would otherwise not want to commit up-front for a feature they think they don't need or will only use 3-5 months out of the year.