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BMW introduces new heated seat subscription in UK

https://www.bbc.com/news/technology-62142208
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The majority of new BMW drivers are already a part of the 'own nothing and be happy' parade. Something like 90% of new BMWs are leased/financed.

If the consumers are stupid enough to keep it going, why shouldn't BMW milk them harder?

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Good chance its a company car I'd think

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In Denmark to combat "young men" who lease BMWs with their 5 cousins we have started confiscating the cars if they drive hazardous (drugs or more than 100 % too fast) immediately. Don't own the car? doesn't matter, the leasing company looses their car. Is the driver not on the least? Don't matter.

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