Some cars now offer heated seats, combining other features such as advanced cruise control and automatic high beam as monthly subscriptions.
See also: BMW is selling heated seat subscriptions for $18 a month
BMW currently offers the feature in the UK, Germany, New Zealand and South Africa for around $18 per month or $415 for a one-time subscription, available for purchase in its store.
If a customer's car gives them the option to purchase heated seats or other add-ons, then the components and functionality are already in the vehicle, but BMW has a software block that prevents them from being used without payment.
Jake Groves shared his experience with microtransactions on Twitter, saying that while driving his BMW 530e, he pressed the high beam assist button, only to be told he had to first purchase it from the store, where it costs about $12 a month or $237 for unlimited access.
See also: BMW CEO confirms 3.0 CSL release
There are many other features available to purchase, some of which can be purchased for as little as $888, such as alerting when the driver approaches a speed camera, which is often free if you use your phone as a satnav.
The full list includes: active cruise control with stop and go function, adaptive M suspension, Apple CarPlay preparation, BMW drive recorder, BMW safety camera information, Driving Assistant Plus, heated front seats, high beam assistant, IconicSounds Sport, map information package, online entertainment voucher and heated steering wheel.
See also: BMW M3 Estate: Modern technology and great space comfort
BMW rival Teslaalso recently introduced some new features, such as a karaoke microphone for its cars and the ability to play games, including The Witcher 3.
