BMW’s M Adaptive Suspension is a feature that is available on certain models as an optional upgrade. However, what many people may not realize is that the hardware for this advanced suspension system is actually already installed in the vehicle, regardless of whether or not the option is selected at the time of purchase. The only thing that selecting the option does is unlock the software needed to utilize the M Adaptive Suspension.
Interestingly, BMW has introduced a unique way for customers to access this feature. While it is not technically a subscription service, it can be treated as one. In Europe, for example, BMW Slovenija offers M Adaptive Suspension for a monthly fee of 30 Euros. In North America, customers can access the feature through the Connected Drive store. They have the option to try it out for a month at no charge, and if they like it, they can opt for a monthly or yearly subscription or simply purchase it outright for a one-time fee of $500.
When configuring a BMW online, it is evident that M Adaptive Suspension is included as standard on most performance-focused models. On base models such as the 3 Series, 4 Series, and SUVs like the X1, X2, and X5, it is available as part of a package that includes other features along with the upgraded suspension. However, even if customers opt for the one-time purchase option, they are essentially paying for software that is already installed in the vehicle.
This unique approach by BMW raises questions about the increasing trend of automakers implementing paywalls for features that are technically already present in the vehicle. It highlights the evolving landscape of the automotive industry and the various ways in which manufacturers are offering and monetizing advanced technologies to customers.
In conclusion, BMW’s M Adaptive Suspension is a prime example of how automakers are exploring new ways to offer and access advanced features in their vehicles. Whether it’s through a traditional option at the time of purchase, a subscription model, or a one-time purchase, customers have the flexibility to choose how they want to access and experience this innovative suspension system.
