BMW is taking a new approach to offering adaptive suspension features by placing them behind a software “paywall.” While many BMW models are pre-equipped with the necessary hardware for adaptive suspension capabilities, some features remain inaccessible until the user pays to unlock them via a software update. Conversely, Cadillac models equipped with adaptive suspension utilize different suspension components than those Cadillac models equipped with passive suspension components.
According to a report from Motor1, BMW owners can activate these adaptive suspension features through the Connected Drive store. They can choose between a monthly or yearly subscription or opt for a one-time payment.
“Adaptive Suspension is available through the Connected Drive store in the US, but a subscription isn’t ‘required,'” BMW states. “It’s still available as a factory option, but through the store it can be added to certain cars that weren’t optioned that way originally.”
“Customers can try it out for a month at no charge, and if they like it they can opt for a monthly or yearly subscription if they wish or simply buy it outright for a one-time $500 charge. To be clear, a monthly subscription isn’t ‘required’ to use the feature,” BMW adds.
This strategy enables BMW to streamline its production process by installing a single set of adaptive suspension components across multiple models, making it more cost-effective for the automaker. The cost of these high-end components is then integrated into the vehicle’s base price. At the same time, customers can decide later whether to unlock the full suite of features through a simple digital transaction. Some BMW models that offer M Adaptive Suspension include the 3 Series, 4 Series, Z4, X1, X2, and X5, while adaptive suspension is standard on most BMW performance models.
GM takes a different approach with its adaptive suspension systems. GM’s Magnetic Ride Control suspension and Air Ride Adaptive Suspension require specific components and cannot be upgraded through software alone. This means that GM vehicles equipped with adaptive suspension systems are built with the necessary hardware from the outset. In contrast, those GM vehicles without these systems do not offer a digital unlock option later.
While BMW’s paywall model provides flexibility, the implications of gating physical features behind digital barriers could concern some buyers. Nevertheless, it’s a model that could very well gain in popularity, especially with the increasing prevalence of digitally reliant EVs.
Subscribe to GM Authority for more GM competition news, GM technology news, Cadillac news, GM business news, and around-the-clock GM news coverage.
Comments
It had a time BMW was my dream to work direct there in design, this was between 1998 2004, after 24 years kicked off ever from them, today do not want anymore, maybe having some money to travelling more to beaches at Emirates some 3 times ayear would be preferred.
This needs to be made Illegal.
No, the consumer needs to not buy their product, then they wouldn’t do it anymore.
I’m sure there’s a way to hack into the car and get around that
No different from GM’s paywall on navigation, it has the capabilities too.
There’s an argument that this is a service and has a cost to maintain. That’s not the same for solely physical equipment.
And it’s free on my truck (I don’t think mine has to connect to anything)
Once these become out-of-warranty used cars, good old fashion software Hackers will have a field day with this….
and in other news the company says they are in partnership with lenders to shut your car down if you miss a payment
And when it comes time to replace the shocks/struts, the customer who didn’t want or use the adaptive suspension gets to pay the same exorbitant price. What do you want to bet if they’re replaced with a non-adaptive aftermarket part that there will be a “service suspension” light that comes on?
Exactly what I was thinking. I have the MR shocks on my Vagon and knew they would be expensive to replace. And they were. But I get to enjoy the shocks as there is no subscription to activate what I paid for. Those BMW owners who opted not to pay will pay if they keep it long enough to replace them.
Dumb.
Sorry if my car is optioned for a part I will not pay monthly to keep the option. I will buy someone else product or just keep what I have. .
Cars are too expensive now I am not going to add to my monthly costs. I will not do on star now for that same reason.
Great way to make customers so angry they will not come near your product and will kill your reputation. I know others are doing this. I find it disgusting!
Am I understanding this quote correctly…”The cost of these high-end components is then integrated into the vehicle’s base price. At the same time, customers can decide later whether to unlock the full suite of features through a simple digital transaction. “.
So the consumer is paying twice for these features? Once as part of the base vehicle price, and again for the ability to use certain features?
My Garmin GPS has Lifetime free map updates. No need to pay the OEM for yearly updates or a monthly charge to use the built in GPS.
It seems BMW learned nothing from the heated seats debacle.
Why does a manufacturer saving money building the car cost the consumer MORE?
So it sounds like what they did with Bluetooth audio in the early 2010’s. The F30 3er locked the feature behind software not hardware. People started using stuff like bimmer tools to unlock the feature on their cars and to combat it BMW started using different chips for different features to prevent it. People will do the same here
Since there’s no monthly subscription, this is no different than getting, or not getting that option when the car is ordered.