Dacia pulls over BMW – and hits us blacks
Dacia is known for cheap cars, extras and a premium feel elsewhere. But that comes at a price. With subscription options, BMW and Co. are now finding completely new ways for customers to leave money with them. Dacia rubbed salt in the wound with an apt move.
Dacia presents BMW and Co.: Seat heating is also possible without a subscription – free of charge
What was that again? BMW charges 17 euros per month so that customers in premium vehicles can seat heating to be able to use. The subscription caused a lot of resentment towards the Bavarian car manufacturer some time ago. Customers can also choose other payment periods and suitable benefits or activate these and other functions with a one-time purchase. In addition, BMW is not the only manufacturer doing this.
But the problem remains: Technically, various functions and additional equipment have long been installed in many cars. If you want to use them, you will be asked to pay extra. With a clever action in Great Britain dacia showed that there is another way: At three dealers of the discount car manufacturer, customers received a rather between February 1st and 2nd unusual seat heating for free – a hot-water bottle (Source: DaciaUK):
Anyone who was able to get hold of one should fill it with hot water and put it on the seat before starting the journey. When it starts, the seat is pleasantly preheated. However, Dacia clearly advises against using it while driving. The action is of course meant with a wink – but it also has one serious message.
With the Spring Electric, Dacia offers one of the cheapest electric cars in Europe:
Swipe works – but the industry won’t change
“Our Heated Seat Saviors are a little joke. But they show the direction the industry is taking Subscription-based access to features developed. To expect built-in technology to be paid extra to activate it – that’s not Dacia”, explains Luke Broad, Brand Director of Dacia UK. However, it is unlikely that this will also be heard by other brands.
So Dacia doesn’t want to claim that the classic hot-water bottle is a real replacement for the comfortable seat heating. Just clarify that it’s the Remote activation will not be available at the brand. That will hardly be possible without further ado. Finally, Dacia does not install any over-the-air technology to remotely activate or deactivate any functions. The Swipe against the premium manufacturers it was successful anyway.
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