Just heard that BMW are trialling a new subscription payment system in England. You have the option of heated seats, but if you don't choose it, your car will have the heated seats but you need to pay £20 a month to have the feature enabled wirelessly. If people accept this it potentially stirs up a hornets' nest.
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I wouldn't be bothered in the slightest that I haven't got heated seats if I hadn't paid for heated seats.
The basic premise is that if you want to reduce the upfront costs of the car by not spec'ing extras then you can do so - but no need to retro fit anything if you change your mind or want to use them only at certain times.
As I said, you can still add them to the options list if you want when you buy the car and they then won't be subject to subscription.
So currently you'd pay extra for those nice features, but you'd at least get part of that back at resale. In future you're going to have to pay every month to rent those features and you'll recoup nothing.
Edited to add: The last courtesy car I had when mine was in for service had a heated steering wheel. It was fabulous. As for heated seats, even my sister's ancient Nissan Puke has them fitted!