BMW is once again making the case for in-car subscriptions, arguing that pay-after-you-buy features can be a practical way for customers to keep the upfront price down. The idea is simple: skip a few options when you order the car, then unlock them later if your needs change. BMW has already backed away from the most infamous version of this strategy, the heated seats paywall, but the company is clearly not done experimenting with feature unlocks and ongoing fees.

From BMW’s perspective, there’s a logic to it, especially when it comes to tech that can carry continuing costs. The company says certain advanced driver-assistance systems and connected services like real-time traffic data create expenses on BMW’s side when they’re used, which is why it thinks subscriptions can make sense. In theory, you only pay when you need the feature, and you do not have to predict your future driving habits on the day you sign the paperwork.

Here’s where we think BMW is misreading the room. At AutomotiveAddicts, we keep seeing the same reaction from enthusiasts and everyday buyers: if the hardware is already installed in the car you purchased, locking it behind a digital gate feels like a gimmick, not a benefit. People do not want their cars to feel like apps. They want ownership to mean access, not a menu of features that can disappear when a payment stops or get dangled later as an upsell.

The bigger issue is trust and perceived value. Automakers have spent decades teaching customers that options are a one-time decision, and now some brands want to shift that to a recurring revenue model while calling it flexibility. Even if the subscription pitch is limited to software and data-driven services, it still creates a mental tax for buyers who already feel nickel-and-dimed by rising vehicle prices, dealer add-ons, and increasing insurance costs.

BMW does say there are lines it will not cross, like charging for more power or selling over-the-air range boosts in the style of some EV startups. That’s good news, but the overall strategy still leans into a subscription mindset that many drivers simply do not want. If BMW wants this to land better, the path forward is straightforward: make core comfort and convenience features standard where possible, reserve subscriptions for truly ongoing services, and stop pretending customers are eager to turn their monthly car payment into a monthly feature bill.