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What exactly does BMW think they're providing on an ongoing basis that justifies a subscription model? BMW Assist is one thing, but CarPlay is just hardware in the car and a small bit of interfacing firmware/software that probably has to be updated seldom if ever. And probably a royalty to Apple per car.
They're not even trying to spin this as, "This will help us keep improving the feature over time even for cars that are already on the road," though I'm not sure what such improvements would look like. They're just still trying to convince everyone that leasing is the cheapest way to drive a car, and even doing THAT requires them to spin these numbers. In their leasing scenario, the customer isn't really out the $300 option cost at the end of the lease; they're only out the depreciation on that $300. But BMW knows that, except that would require them to admit that this new model is actually more expensive.
I bet this is all to replace the revenue they expect to lose as fewer people are willing to pay for map updates on their nav systems.
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