BMW’s recent attempt to charge customers for activating pre-installed hardware options, such as heated seats, received backlash from the automotive industry. BMW sales and marketing chief, Pieter Nota, explained that although customers didn’t actually pay double, the perception led to negative sentiment. As a result, BMW decided to discontinue this practice.

Instead, BMW will now focus on charging for software upgrades. However, the company has faced criticism in the past for attempting to charge £295 for accessing Apple CarPlay functionality. Eventually, BMW reversed this decision as well.

This time, Nota stated that features like driving assistance and parking assistance will be available for buyers as optional upgrades. According to Nota, customers are accustomed to paying for such features in other areas.