BMW Australia introduces subscription-based features

BMW is to start charging customers to use certain features in its models via a subscription service, affecting the use of equipment on Australian-delivered cars.

After first floating the idea in 2020, BMW recently implemented the subscription model in Korea, with its ConnectedDrive store now rolled out in Australia.

As a result, customers are asked to pay additional monthly or yearly fees to access features like heated seats and heated steering wheels, to tech equipment such as its drive recorder and automatic high beam.

For the heated front seats, heated steering wheel and BMW drive recorder, each can be unlocked via a one-month, one-year, three-year or unlimited subscription, the latter of which essentially gives outright usage.

3

While many may jump to pay for the unlimited subscription, some could find value in taking the monthly approach – especially for those who endure cold winters but hot summers – while others might not be holding on to the vehicle long enough to justify a three-year plan over a one-year setup.

The system will be controlled via over-the-air updates on vehicles which already have the hardware fitted, but BMW hasn't confirmed which of its models will be affected by the updates.

In addition to this, the ConnectedDrive store now also lists prices for other equipment such as high beam assistant ($259), wireless Apple CarPlay integration ($450), real-time traffic information ($115) and adaptive 'M' suspension ($650) among other offers, with owners needing to input their model to see what is available for them.

Earlier this month, BMW's German rival Mercedes-Benz said it was looking to expand the range of its subscription features in Australia, claiming "the next buyer of that car can then personalise that car to them" despite critics of the practice arguing it encourages manufacturers to double-dip.

3

BMW ConnectedDrive features and costs

Subscriptions

Additional features