BMW and other brands have previously tried numerous routes to subscription success. For example, Porsche will "loan" you any car in its inventory for a fee. Generally speaking, the automotive community has not been receptive to these attempts at further monetization. For many, a vehicle is the next largest purchase a person will make next to a home. People want to own their cars outright.
As of July, BMW has rolled out a new subscription program for key luxury features in South Korea. The program is available on a number of models, including the BMW 3 Series. We should note that, as of now, BMW has not said if this will remain exclusive to the Korean market, or if the Korean market is a test bed for this latest attempt at a subscription model for the Bavarian brand.
Above is a screenshot of all current subscription features from BMW, now available to order in the Korean market. Highlights include enhanced engine noise for a one-time $140 USD purchase and heated seats for $18 a month. We should note that these options can still be purchased wholesale. The heated seats, for example, can be bought for $409.33.
Other items include High Beam Assist ($8.50/month), a heated wheel ($10/month), ADAS software ($308/month), and BMW Drive Recorder ($11/month). Each of those can be purchased wholly for a predetermined sum. BMW's Drive Recorder is currently available here in the US, and pricing for it varies based on the model. For example, it's $100 on the i4, and $200 on the i7.
BMW's continued efforts to further monetize its products is understandably a sensitive subject for many. As we said, buying a car is a massive purchase, and owners simply don't look at a car subscription through the same lens that one would a Netflix subscription.
For much of America, a car is an essential item. Our public transport infrastructure is, in many cases, hilariously ill-equipped to handle the environment in which it operates. Streets are not safe for cyclists, and northern climates do not adequately remove snow from sidewalks.
Not owning a car severely limits mobility, especially in more rural environments. In some ways, buying a BMW or other, and then paying for both a loan/lease and a subscription is much like buying a home, then paying a mortgage while also paying the bank to use your home's garage door opener.