…. Some social media users are trying to claim that BMW deliberately limits the capabilities of its cars, which is not true. In fact, similar practices existed before, just in a different form. An example would be the ability to choose options when purchasing a car. Any automaker offers the opportunity to purchase a more equipped version of the car for an additional fee.

However, what really caused a backlash was BMW's idea to include a heated seat option as standard, but make it only available through a subscription. This decision was received extremely negatively, although few mentioned that customers could pay for the option once and not worry about a subscription.

Critics argue that BMW voluntarily limits the capabilities of its cars by offering users subscriptions to features such as high beam assist. However, subscription is just one option. For example, in the UK, an automatic high beam subscription costs £10 per month, £100 per year or £150 for three years.