They are making car options a subscription.

They're making money on this too, regardless of if you subscribe.

BMW announces that heated seats will be available in their cars with a subscription model. That's to say, you buy your car "without" heated seats, and then for when you need it, you can just pay a subscription to "unlock" it for as long as you need. Once summer comes, you can stop.

Caveats:

1. BMW saves money by streamlining their production process. By removing the option to select heated or unheated seats, they're making production easier and subsequently cheaper.
2. They're still fucking charging you for those seats. It's not like they're going to give away heated seats for free and bank on people using that subscription to recoup the costs. You already pay the full prices for those heated seats, and then they charge you extra while trying to phrase it like you're coming out on top on this deal.