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The thing with capitalism is that you have to take risks. Using the heated seats for example. Let's start with the fact that they cost $350 as an option on the X5. BMW is charging $18 a month or $300 for 3 years for the subscription. So, if I am only going to own the car for 3 years I save money. If I'm going to own the car longer, I can pay them $415 for unlimited access. In that case it costs me more. The risk BMW takes is they have to put heated seats in every single X5. Including the ones going to warmer climates. BMW also takes the risk someone hacks the system to get the heated seats for free, since it is all software as to whether they work or not. This will have more of an impact on used cars than new.
Only time will tell if BMW is successful in these subscriptions. They very well could lose a lot of money. Or they may make out like bandits. My guess is something in between.
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