Even cars are now starting to embrace the subscription model, as BMW is now introducing a new subscription service that will make people pay for heated seats. BMW will make users in a few countries pay $18 per month for heated seats. Front seat heating is one of many optional add-on software upgrades. BMW Connected Drive stores in the UK, Germany, South Korea, New Zealand, and South Africa are offering.

Users in these countries can also pay an extra monthly charge to get automatic high beams and steering wheel heating for $12 each.

It’s kind of sad to see how BMW drivers in these countries won’t have to take their cars to a service shop to even get these installed as the hardware already exists in the car, but drivers will have to pay an extra fee to activate them through a software update that reaches the car over-the-air on BMW’s Connected Drive platform. That is also exactly where users can pay for other futures that are locked behind an annual subscription, like safety camera alerts, which cost $30, and access to an online music library that costs $213 a year.

BMW has not yet announced any kind of plans to add heated seats to their connected drug store in the United States, but microtransactions are not completely foreign to BMW drivers in the US, as the company already faced backlash after charging an annual fee of $80 for Apple Car Play, which they ultimately had to stop doing. Even though the backlash did hit BMW very badly, the pay-per-feature model is still alive in the US, where BMW drivers still have to pay extra for many different software upgrades, including $50 per year to access ConnectedDrive.