People are so furious at this new BMW subscription offer, which costs more than Netflix
, the idea here is basically that customers can get some leeway in deciding what software add-ons they want to include with their car. Rather than just rolling with a one-size-fits-all solution.gives customers the possibility of adding new software-based functionality and a degree of flexibility in that they will be able to test, and then decide whether or not to purchase a vehicle feature that was not initially available at the time of the original vehicle purchase.
This is all just another reminder, by the way, that the future of cars is extremely software-centric. Beyond the basic parts — wheels, chassis, etc. — the software at the core of the ride will be what differentiates Tesla’s from Hyundai’s from BMW’s cars, and so on. But just like every content provider in the universe eventually woke up to the fact that Netflix might be on to something with, there’s a palpable fear that this move from BMW might herald some kind of future cash-grab hellscape.
Just wait “until we need to buy loot boxes for a shot at unlocking power steering,” another angry and hopefully not prophetic commenter wrote, as part of the Reddit thread mentioned above.Andy Meek is a reporter who has covered media, entertainment, and culture for over 20 years. His work has appeared in outlets including The Guardian, Forbes, and The Financial Times, and he’s written for BGR since 2015.
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