$18 for heated seat, $12 for heated steering wheel - unless BMW are changing their purchase model to pay monthly for the whole car rather than ~$50K upfront, this really cheapens the BMW brand.<p>I guess the options will be available packaged upfront for a one off payment, but BMW is (was?) a luxury/performance brand and their cars are investments - this makes it look cheap.
I could understand pricing dynamically-updated things like self-driving features as a subscription service (someone needs to train newer and better ML models; update maps; etc) but something _fixed_ made into a subscription is just tacky.