BMW Lets Owners Unlock Performance Features They Already Have

In a move that’s sure to spark debate among car enthusiasts, BMW has expanded its range of subscription-based features, now including the M Adaptive Suspension. This development has raised eyebrows, especially considering the hardware is already built into the vehicle as standard.

Motor1 reports that BMW has quietly rolled out this subscription model, and it seems Australia was one of the first markets to experience it late last year.

Subscription Details

For those interested, the M Adaptive Suspension is available for purchase via the ConnectedDrive store. BMW offers a one-month free trial, but after that, it will cost you $29 a month. If you prefer a longer commitment, you can opt to pay $290 for a year or $449 for three years.

This subscription model means you don’t need to include the cost of the M Adaptive Suspension in the initial purchase price of your BMW. Alternatively, if you’re not a fan of subscriptions, BMW also offers a one-time fee of $639 for unlimited access to this feature.

How It Works

Your BMW must be equipped with the necessary hardware to support the M Adaptive Suspension. By paying the subscription or one-time fee, you simply unlock the software needed to use it. Once activated, you can toggle between Comfort and Sport modes for the electronically controlled shock absorbers. These shock absorbers use electromagnetically controlled valves to adjust damping forces.

While the M Adaptive Suspension comes standard on many of BMW’s performance models, it’s available as part of a package on others. For instance, on the base 3 Series and 4 Series models, it’s included in the $1462 M Sport Package Pro. For vehicles like the X3, it’s part of a higher premium package costing $2308.

Other Subscription Features

BMW’s ConnectedDrive store offers a variety of other paid features. You can get a welcome light animation for a one-time payment of $80.84, or subscribe to parking assistant professional and remote engine start for $29 a month each. Other options include:

• High-beam assistant for $259 (one-time payment)
• Interior engine sounds for $220 (one-time payment)
• “Apple CarPlay Preparation” for $450 (one-time payment)
• Real-time traffic information for $115 per year

BMW faced backlash in 2022 for offering heated seats as a subscription service. Due to customer feedback, this feature has since been removed from the local ConnectedDrive store.

Company’s Stance

Speaking with the media in Munich the following year, BMW’s board member for sales and marketing, Peter Niota, mentioned that the brand is now focusing on “functions on demand” software features such as “driving assistance and parking assistance” with its subscription plans.

“What we don’t do any more – and that is a very well-known example – is offer seat heating by this way,” Niota said. “It’s either in or out. We offer it by the factory and you either have it or you don’t have it.

“We thought that we would provide an extra service to the customer by offering the chance to activate that later, but the user acceptance isn’t that high. People feel that they paid double – which was actually not true, but perception is reality, I always say. So that was the reason we stopped that.”

Final Comments

BMW’s move to offer the M Adaptive Suspension and other features on a subscription basis remains a polarizing topic. While some appreciate the flexibility, others feel it’s an unnecessary expense for capabilities their car already possesses. As the automotive world continues to evolve, it will be interesting to see how these subscription models fare in the long run.

For more on BMW’s latest offerings and updates, visit BMW News.