02:01 05-02-2026

BMW's paid feature activation for advanced driver-assistance systems

BMW has explained that its model of paid feature activation in vehicles makes sense, particularly for technologies that create ongoing costs for the company. Alexandra Landers, BMW's head of product communications, shared this perspective with Drive.

BMW notes that customers can choose not to order certain options at purchase to lower the car's initial price. If an owner later decides a feature is needed, it can be unlocked for an additional fee—for instance, during a major traffic jam when a driver recognizes the value of assistance systems.

The company clarifies that this approach especially applies to technologies related to advanced driver-assistance systems (ADAS), where usage generates continuous expenses. Examples include features requiring constant data transmission, such as real-time traffic information.

BMW acknowledged that its subscription idea for heated seats sparked negative feedback and was a mistake, leading to its abandonment. However, the company does not plan to profit from "power boosts" and rules out scenarios where an electric vehicle's range is increased through over-the-air paid updates. The set of available subscriptions varies by model, market, and vehicle configuration.