BMW is undoubtedly one of the leading manufacturers in its segment.. Vehicles that have the know-how of German engineering applied to the engine with a layer of exclusivity and accessories that give it its touch and its individuality. I’ll admit it’s not my first choice, I personally prefer the Audi design and front wheel drive, but I completely understand the customers of this brand, because apart from some specific design flaws (eg the timing chain on some X3 series) it’s very good. all The experiences I have had with BMW have been very positive.

I say this because I don’t want it to be thought that I feel any animosity towards this brand and that this criticism is solely about something that I would say I don’t understand, but in fact I understand it all too well and I’m sure the same will happen thee. And that’s something extra we’ve been seeing in the software world for some time now, and that I’ve long thought it was a huge tease. I’m talking, of course, about the transition from software to service.

Eye, another clarification is coming. I believe, that there are products that have evolved from software to service and performed very well. An example, in my opinion, is Microsoft 360, which offers an annual subscription to Microsoft Office (app and web versions) complete with additional features such as online storage on OneDrive. Personally, I’ve been a Microsoft subscriber for a few years now, as well as some others that seem like good choices.

The problem, which seems like a joke to me, is the number of companies that think so all you need to do to turn a software application into a service is to charge for its useeither monthly or yearly, instead of offering for a one-time payment and of course without offering any added value to justify regular payments. If the app doesn’t include online services and free automatic updates to newer major versions, selling it as a service is a joke, a greedy and regrettable move.

And it happens that, as we can read in The Verge, BMW would decide to play the same card and charge as a service some of the functions of its cars, which were traditionally and logically sold as extras, and of course we could use them without restrictions until scrapping the car. And specifically, the case mentioned in the mentioned article seems paradigmatic to me, because it says so BMW began offering a $18-a-month charging model for use of the heated seat feature..

It is true that other pricing models are also offered, such as $180 a year, $300 for three years, or what they call unlimited access (whose possible restrictions need to be checked) for $415. And I can’t help but wonder what is the point of this model, what is the point, other than greed, of trying to charge $18 a month to use a feature that is already part of the vehicle (and thus approved in the price). I doubt that BMW will “take risks” in this sense).

No matter how much you think about it and how well you want to think, I can’t find an explanation that doesn’t involve greed. I understand that features like maps are offered as services if it includes constantly updating them, real-time traffic information, etc. But heated seats? In service mode with a monthly payment? And what’s next? A subscription for tires, for a steering wheel, for turn signals, for being able to roll the windows up and down? That is, a tease that I hope will not penetrate this sector and we will see it soon with other manufacturers.