BMW feature lockout scandal

BMW includes the hardware for its M adaptive suspension in many vehicles, while requiring customers to pay extra to activate the software that enables the feature. This model has been criticized for eroding traditional notions of ownership, and leveraging subscription services to control access to features that are physically present in a purchased product.

Modern automotive manufacturers are increasingly using software and subscription models to control features within their vehicles.^[1][2] BMW's adaptive suspension model is one example of how companies are shifting towards business practices that limit a consumer's right to ownership.^[2]

BMW includes the hardware for its M adaptive suspension in many of its vehicles, but the customer must pay extra to activate the software that enables the feature.^[1] The way this is offered is as follows:^[1]

• It is available as a factory option.
• It can be added to certain cars that weren't optioned that way originally via the 'connected drive store' in the car.
• It is available as a monthly or yearly subscription.
• It can be bought outright for a one-time charge of $500.

This means that even though a consumer has physically purchased the car with the suspension components, they do not have complete control or use of those components without paying an additional fee.^[1] The cost of the equipment was already included in the vehicle's price, meaning the customer is effectively paying twice for the same components.^[1]

BMW has previously implemented similar business practices, such as charging a subscription fee for access to heated seats, despite the hardware being installed in the vehicle.^[2] This demonstrates a pattern of behaviour that utilizes software to restrict a consumer's access to features they have already paid for.^[1][2]

• BMW
• Software as a service
• Right to repair movement
• Subscription business model
• Mercedes Benz disabling digital features
• Mercedes-Benz locks horsepower behind paid subscription