The idea of paying to use something that’s already physically there is really burning buyer's butts. 🤬
Carmakers not giving the customer access to their car’s full potential isn’t new, either. Back in the 1960s, the American car market was so competitive that carmakers launched updated models every year. There might be new paint and trim colors, and there would always be more performance. They achieved this by building, say, a 300-bhp engine but adding baffles and restrictors and maybe a smaller carburetor to de-tune it to 250 bhp, which would be the launch engine tune.
The other issue is over-the-air-updates. The modern, connected car is in touch with the factory to receive updates for sat nav and suchlike. In theory, its ECU and enabled features could be reset to factory specification, too, overwriting any engine tuning or options unlocking that hasn’t come via the manufacturer or its subscription service.
Since the heated-seat announcement, BMW UK released a statement: “The ConnectedDrive Store in the UK offers customers the opportunity to add selected features which they did not order when the vehicle was built … This functionality is particularly useful for secondary owners, as they now have the opportunity to add features which the original owner did not choose … Drivers can also experiment with a feature by activating a short-term trial before committing to a full purchase.
Norge Siste Nytt, Norge Overskrifter
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