In this month of July 2020, BMW will implement a number of developments concerning the software and connectivity of its cars. A press release from the Bavarian manufacturer details our strategy, including some new elements that caught our attention.
Tested and approved (or not)
Thanks to the new software, buyers of a new BMW will for example be able to test certain functionalities for a month, and then decide to buy them, or rather to rent them for a period of 1 to 3 years. Concretely, this means that functionality linked to comfort, for example heated seats, or driver assistance systems will be pre-installed, but will only be activated if the customer pays for these options after having tried them in his own vehicle. It will therefore be possible that a first owner of a BMW chooses not to pay for the heated seats but that 3 or 4 years later, the second owner is tempted by this pre-installed equipment, and decides to rent it.
What history does not say is how BMW intends to protect this practice against the little geniuses of the hack who, creating a parallel market, could activate this or that option for a small fee, without going through the rental box.
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