BMW's high beam assistant (HBA)

BMW charges a subscription or one-time fee to activate the High Beam Assistant (HBA) on vehicles that already contain the required hardware at the time of purchase.^[1] The feature automatically dips headlights when it detects oncoming traffic.^[2] Because the camera sensor and LED headlamps are pre-installed for other driver-assistance systems, the subscription unlocks software that is already capable of running on the vehicle's existing hardware.^[3]

BMW introduced the High Beam Assistant in July 2005 alongside its Night Vision system on the 5, 6, and 7 Series.^[2] The original system used a dedicated sensor mounted in the rearview mirror housing to detect oncoming light sources and automatically switch between high and low beams.^[2]

At that time, the HBA required specific hardware that was not standard equipment. Retrofitting guides for models like the BMW E90 confirm that adding HBA involved replacing the rearview mirror with one containing the necessary sensor and connecting it to the vehicle's electrical system.^[4] Because the hardware was a genuine optional extra during this period, charging separately for it was consistent with standard automotive pricing.

On newer models, BMW consolidated multiple driver-assistance functions into a single forward-facing camera mounted behind the windshield near the rearview mirror. Because most modern BMWs ship with this camera for other driver-assistance features, the physical hardware needed for HBA is present in the vehicle regardless of whether the customer ordered the feature.^[5]

In 2019, BMW launched its expanded Functions on Demand system alongside BMW Operating System 7 (iDrive 7.0).^[5] The system applied to new models first purchased from August 2019 onward.^[5] HBA was among the first features offered through the ConnectedDrive digital store, alongside Active Cruise Control with Stop&Go and the BMW Drive Recorder.^[5]

When a customer purchases HBA through the ConnectedDrive store or the My BMW app, an over-the-air update is sent to the vehicle, changing the software parameters to enable automatic high beam dimming.^[3]

Pricing varies by market. In the United Kingdom, BMW offers HBA at £10 per month, £100 per year, £150 for three years, or £200 for a permanent unlock.^[1][6] In Ireland, the permanent unlock costs approximately €225.^[7]

BMW applied the same software-lock model to heated seats in July 2022, charging approximately $18 per month for seat heaters whose physical coils were already installed at the factory.^[9] After widespread backlash, BMW dropped the heated seat subscription in September 2023, but the reversal applied only to physical hardware features. Software-driven features including HBA, Adaptive Cruise Control, Parking Assistant, and Adaptive M Suspension remain available through the ConnectedDrive store as of 2025.^[9][10]

BMW has argued that its ConnectedDrive store gives customers flexibility. A BMW spokesperson told Car Magazine that the store "allows new car customers flexibility to add additional features to their vehicle after production should their circumstances change and the need for the feature arises." The spokesperson added that this "is similar for secondary owners and providing customers with the chance to specify features they deem necessary, even if previous owners hadn't needed those features."^[3]

After dropping the heated seat subscription, BMW board member Pieter Nota drew a distinction between hardware and software features. Nota told Autocar that customers "feel that they paid double" for hardware features like heated seats, and that "perception is reality." But he stated that software-based services like driving assistance and parking assistance are "very well accepted" by customers, comparing them to "downloading a film or an extra feature on an app."^[9] Because HBA relies on camera software rather than a physical component like a heating coil, it falls on the software side of this distinction and was not included in the heated seat reversal.^[9]

Unlike heated seats or synthesized engine sounds, the High Beam Assistant directly affects the safety of other road users. The UN Economic Commission for Europe (UNECE) Regulation No. 48, which governs vehicle lighting installation, defines an adaptive main-beam system as one that "adapts its beam pattern to the presence of oncoming and preceding vehicles in order to improve the long-range visibility for the driver without causing discomfort, distraction or glare to other road users."^[11]

Without automatic high beam management, drivers must toggle high beams manually. Owners who decline to pay for HBA activation have no automatic dimming when approaching oncoming traffic, which increases the risk of glare for other road users.^[6]

The safety angle distinguishes the HBA subscription from BMW's other paywalled features. A consumer who declines to pay for heated seats only affects their own comfort. A consumer who declines to pay for automatic high beam dimming affects every driver they pass at night.^[10]

BMW owners have expressed frustration at discovering the HBA requires an activation fee on vehicles where the hardware is already installed.^[12] Forum threads on Bimmerpost and Reddit show owners asking whether the permanent unlock price is justified and seeking ways to avoid the fee.^[13]

Some owners have used third-party OBD2 coding tools like BimmerCode to activate the feature without paying BMW.^[12]

The HBA subscription is one of several automotive subscription controversies across the industry. Mercedes-Benz has charged for additional horsepower on its EQ electric vehicles, and Tesla has locked battery range behind software paywalls.

• BMW
• BMW's heated seat subscription
• BMW feature lockout scandal
• Features on demand
• Subscription service
• Automotive digital rights management