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BMW to charge $18 per month for heated seats subscription

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Yahoo Finance anchors Dave Briggs, Seana Smith, and Rachelle Akuffo discuss BMW's new subscription plan for heated seats.

Video Transcript

RACHELLE AKUFFO: When you're figuring out which subscriptions you're going to pay for, say, your Netflix or your Hulu, you don't usually think about what you're going to put in terms of your car. $18 a month for a heated seat subscription in your new BMW is being proposed by the country. Now, keep in mind, though, this is happening in South Korea. And the company says, at least for the moment, it does not plan to bring that heated seat subscription to the US market. Dave, if this was the case, would you pay the $18 a month for these heated seats?

DAVE BRIGGS: Hard no. I was shocked by the story because I just always figured, look, heated seats are a luxury you pay for when you buy your car. You either have it, or you do not. So they're going to pay to put it in every vehicle. This seems like a bad bet if I'm an automaker because I'm going to already pay for the technology to go in the car. Now I understand everything is essentially a software switch now. But I don't think people will be inclined to pay for a heated seat subscription. 180 bucks a year, 300 bucks for three years, $415 ain't bad when you consider unlimited use. But how many cities in this country, at least, really need a heated seat? Maybe a dozen, tops? Not a big heated seat guy to begin.

SEANA SMITH: Yeah, but how disappointed would you be, though, if you paid all of that money for your BMW. Maybe you didn't realize that you needed to add this on for 18 bucks. And then you go to use it and you don't have it?

DAVE BRIGGS: That one cold day?

SEANA SMITH: I would be pretty upset. I would be. I'm a big fan of heated seats. I'm also a big fan of a heated steering wheel, which you also apparently have to pay extra for now. So they have started this little cycle here of making their users pay for subscriptions. I have to guess that that will probably only increase. And other automakers, luxury automakers like BMW are probably adopting, if not already, a similar model to this. I don't know.

RACHELLE AKUFFO: But you figured this is so stingy. When you look at what people are now paying in terms of their car payments, those are paying $1,000 a month for some people. And now you're getting nickel and dimed on heated seats? I just-- I think it's a bit mean. Plus, sometimes I use my heated seat if I have, like, pizza or takeaway or something. Kind of keep it warm. I will use it for that.

DAVE BRIGGS: All right, that's the only time I really use my heated seats-- to keep the pizza warm.

SEANA SMITH: I like that.

DAVE BRIGGS: Thank you, Rachelle.

SEANA SMITH: That is a good tip, advice here for every--