I'm afraid we have done long ago now. BMW estimates that 90% of buyers won't keep their car for longer than 3 years. They are rolling out a subscription model for features based on that fact - so you buy the car which has all the functions built-in from factory, but then pay an annual fee to unlock them. Fancy heated seats? You get a 7 day free trial, after that it's a paid unlock. Same with adaptive cruise control, adjustible suspension, sport driving modes, etc etc. Tesla might have pioneered this model but BMW is taking it all the way. And they have the gull to say it actually saves their customers money so it's a preferred option.