BMW stopped offering heated seats as a paid unlock for hardware already installed in a vehicle. In September 2023, sales and marketing board member Pieter Nota said BMW would sell seat heating as a factory option instead. The decision was a business reversal—not a reported court loss or a quantified financial hit.
Did BMW really charge a subscription for heated seats?
Yes. BMW offered some customers the option to pay to activate heated seats that were already fitted to the vehicle. It was an unlock for existing hardware, not a subscription that supplied new seats or a retrofit kit. Ars Technica reported that BMW began offering subscriptions for certain hardware features in 2020 in markets including the UK and South Korea: Ars Technica.
The arrangement drew attention in July 2022, when PC-WELT reported South Korean prices of about €180 for one year, €280 for three years, or €390 for unlimited heated-seat access. The same report listed heated-steering-wheel access at €9 per month. Those were historical prices reported for South Korea, not current prices or terms for every market: PC-WELT.
Why did BMW stop offering the heated-seat unlock?
BMW cited customer dissatisfaction and low uptake. Nota said customers felt they were paying twice for equipment already in the car. He acknowledged that this was not BMW’s view of the economics, but said the perception mattered. Ars Technica reported his remarks to Autocar: “People feel that they paid double—which was actually not true, but perception is reality, I always say.”
Do these 3 things before closing this tab:
1Repair Windows errors before they cause bigger problems2Fix the driver behind crashes, sound loss and screen glitches3Clear out junk files and repair common Windows errors#1 Best Overall
- 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗡𝗼𝘁𝗲 — Press and hold the power button for 3 seconds to turn on heating. A short press will not activate the cushion.This 3-second long-press design helps prevent accidental activation during storage, transport, or daily use, ensuring the heating function turns on only when intentionally operated.
- 𝗨𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝗖𝗼𝗺𝗳𝗼𝗿𝘁 & 𝗩𝗲𝗿𝘀𝗮𝘁𝗶𝗹𝗲 𝗨𝘀𝗲 — Made with soft chenille fabric and filled with high-density, high-resilience cotton, this heated seat cushion provides sofa-like comfort while helping keep you warm and cozy. Designed to fit most standard chairs, including office chairs and dining chairs, it is perfect for use at home, in the office, at the stadium, while camping, or during other indoor and outdoor activities.
- 𝗨𝗦𝗕 𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗳𝗼𝗿 𝗣𝗼𝗿𝘁𝗮𝗯𝗹𝗲 𝗪𝗮𝗿𝗺𝘁𝗵 — Designed with a convenient USB interface, this heated seat cushion works with power banks, computers, or USB chargers for flexible use at home, in the office, at the stadium, or while camping. The package includes one power adapter and one 6.6 ft Type-C cable, giving you everything needed for easy setup and portable warmth without relying on a fixed wall outlet.
- 𝗟𝗶𝗴𝗵𝘁𝘄𝗲𝗶𝗴𝗵𝘁, 𝗙𝗼𝗹𝗱𝗮𝗯𝗹𝗲 & 𝗘𝗮𝘀𝘆 𝘁𝗼 𝗖𝗮𝗿𝗿𝘆 — Lightweight and foldable, this heated chair cushion comes with a carrying and storage bag for easy transport. It can be hand-carried or attached to a backpack, while the non-slip bottom helps keep the cushion securely in place. A built-in side pocket conveniently holds your power bank during use.
- 𝗧𝗵𝗿𝗲𝗲 𝗔𝗱𝗷𝘂𝘀𝘁𝗮𝗯𝗹𝗲 𝗧𝗲𝗺𝗽𝗲𝗿𝗮𝘁𝘂𝗿𝗲 𝗦𝗲𝘁𝘁𝗶𝗻𝗴𝘀 — Equipped with easy-touch button control, this heating seat pad offers three heat levels: Low (113℉), Medium (131℉), and High (149℉). Simple one-button operation allows you to customize the temperature to your personal preference. 𝗙𝗮𝘀𝘁 𝗛𝗲𝗮𝘁𝗶𝗻𝗴 𝗶𝗻 𝗝𝘂𝘀𝘁 10 𝗦𝗲𝗰𝗼𝗻𝗱𝘀 — Delivers rapid warmth within 10 seconds after plugging in. Built-in 90-minute auto shut-off for safety and peace of mind. Perfect for keeping your hips and thighs cozy on cold days, making it a reliable companion for wintertime comfort wherever you go.
In September 2023, Nota said BMW would no longer offer seat heating this way: “What we don’t do anymore—and that is a very well-known example—is offer seat heating by this way. It’s either in or out. We offer it by the factory and you either have it or you don’t have it.” The statement describes a policy change, not a measured estimate of how many customers objected or how much the decision cost BMW.
Was the subscription available in the United States?
Not according to Ars Technica’s September 2023 report: BMW North America had not offered subscriptions for hardware features to U.S. customers. The heated-seat subscription therefore should not be treated as a charge that BMW owners in the United States generally faced. Availability varied by market; the cited reports identify the UK and South Korea among markets where hardware subscriptions were offered.
Rank #2
- 1.Thick & Soft Sitting Experience - This heated chair pad for office has a surface made of fleece fabric and is filled with memory foam inside. The heating pad has a thickness of 1.6 inches, providing you with greater comfort when sitting and keeping warm in winter.
Did BMW end all subscriptions for vehicle features?
No. BMW said it would focus its Functions on Demand offerings on software and service-related features, including driving assistance and parking assistance. These differ from seat heating because the former are software- or service-based options, while the heated-seat case involved activating hardware already installed in the vehicle. Nota’s comments on the shift were reported by Ars Technica.
The September 2023 announcement does not establish which Functions on Demand features are available today, or their current prices. Those details can depend on the market and vehicle, so BMW’s current local offering is the relevant source for a specific owner.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Rank #3
- 【UNRESTRICTED COMFORT FOR HEATED & VENTILATED SEATS】Don't compromise on the luxury features you paid for. Engineered with over 9,870 laser-drilled perforations, these seat covers are designed to be fully compatible with your vehicle’s factory heating and cooling functions. The highly breathable material allows air and warmth to pass through freely, ensuring you get maximum performance from your seats in any season.
- 【FULL-COVERAGE PREMIUM LEATHER PROTECTION】Shield your investment from daily life. Crafted from a durable, 3mm thick fine-grain leather, these cushions provide robust protection against spills, stains, UV damage, pet claws, and general wear and tear. The full-coverage design preserves the condition of your original upholstery, while the textured, non-deformable material is effortless to wipe clean.
- 【SECURE NON-SLIP DESIGN THAT STAYS PUT】Tired of constantly readjusting your seat covers? Our cushions are engineered with a high-friction, non-slip PU backing that securely grips the seat surface. This, combined with a system of durable hooks and chucks, ensures the cover stays firmly locked in place, providing a stable, comfortable, and frustration-free experience every time you get in and out of your car.
- 【UNIVERSAL FIT FOR CARS, TRUCKS & SUVS】Designed for versatility, this full set offers broad compatibility for a wide range of vehicles. The front seat cushions are generously sized, and the rear seat cushion features an adjustable length (from 123cm to 143cm) to ensure a snug, tailored fit. You can upgrade your vehicle's interior in minutes thanks to a simple and intuitive installation process.
- 【ELEGANT STYLE & YEAR-ROUND COMFORT】Instantly elevate your car’s interior with the sleek, modern aesthetic of these Dark Gray seat cushions. The breathable, lightweight design prevents the sticky, uncomfortable feeling of hot seats in the summer and provides a comfortable barrier from cold leather in the winter, making it the perfect upgrade for achieving all-season comfort and sophisticated style.
What does “major loss” mean in this story?
BMW’s reversal was a setback for its attempt to charge separately to activate factory-installed hardware, but the reports do not quantify a financial loss. They provide no audited figure for lost revenue, write-down, or other monetary impact, and they report no court judgment against BMW. “Major loss” is therefore a characterization of the business reversal, not an established dollar amount or legal defeat.
Quick Recap
Best Value
- 【Material】: Embrace ultimate coziness with a short plush fabric surface that feels incredibly soft to the touch. This winter car essential features a thickened construction, combining plush with memory foam to provide excellent warmth retention. It significantly elevates seating comfort, ensuring a warm ride for drivers and passengers during cold weather commutes.
- 【Protection Function】: This car seat protector pad acts as a shield against daily spots, scratches, and wear, while also resisting pet claw marks. By minimizing external damage, it effectively extends your original seats' lifespan. Simultaneously, it conceals existing imperfections like cracks or fine lines, instantly refreshing your vehicle's interior aesthetics for a cleaner, well-maintained look.
- 【Non-Slip Bottom】: Designed with a secure base layer featuring anti-slip granules, this cover stays firmly in place when laid flat. It remains reliably fixed even during sudden braking or turns, preventing annoying bunching and ensuring your focus stays on the road. This stability provides consistent comfort and peace of mind throughout every journey.
- 【Wide Application】: This versatile car seat cushion is designed to fit the front seats of most sedans, SUVs, MPVs, RVs, and trucks. It installs easily without interfering with the normal use of seat belts. Enjoy enhanced comfort and interior protection across a wide range of vehicle types with this universal accessory.
- 【Universal Size】: Package includes 1 car seat cover (23.77" × 19.29" × 0.19") in a stylish and practical design that complements any interior. Its universal dimensions make it a thoughtful present for friends and family during special occasions or holidays, offering them an instant upgrade in driving comfort without the need for complicated measurements.
Rank #4
- Package includes: two pieces of heated seat cushions, USB power bank is not included.
- Material: the seat cushion is made of 600D oxford cloth and padded with sponge, which is waterproof and comfortable.
- Warm and Comfortable: the cushions can be heated to 115 degrees Fahrenheit . Just contact the seat to the USB power banks (Not Included), and push the button, you will have a warm and comfortable seat. It can't be used in car.
- Size: L x W x H: 16.6x13.4x2.4 inch, Perfect size for you.With Comfort grip handle for easy carrying.
- Used as a stadium seat, camping seat, and suitable for outing, camping, travelling, garden party, hiking, picnic, BBQ, backyard, beach, fishing, etc.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
