[auto] In July, BMW will roll out a sweeping software update that includes digital personalization and on-demand functions.

[King_of_lion]

In July, BMW plans to launch a comprehensive software update on compatible cars that includes digital personalization and on-demand functions. 

The way it works, the automaker explained via a press release, is that BMW will provide the car's necessary hardware and software during assembly so that, later on, it can be activated according to the buyer's preference. 

BMW envisions a situation where, for example, if one customer wanted a feature that wasn't requested when they bought the car, it can be added afterward. And if that car came into new ownership with someone else, that new owner could also activate the features that they want. 

2020 BMW Connected Car Beta Days4
2020 BMW Connected Car Beta Days. BMW
CNN better details this subscription service by giving tech features — adaptive cruise control, lane-keeping assistance, adaptive suspension — and comfort features — a heated steering wheel — as examples.
"We offer maximum flexibility and peace of mind to our customers when it comes to choosing and using their optional equipment in their BMWs, whether this BMW is new or used," a BMW spokesperson told Techcrunch.

"In the near future, we will not only be able to add more functions here, but we will also be able to add even more flexibility for our customers with temporary bookings so booking of options for three years, for one year, or even shorter periods of time, like a few months," the spokesperson continued.

BMW didn't immediately respond to Business Insider's inquiries of when and in which markets customers can expect these on-demand functions and digital personalization to roll out. 

According to CNN, the company said that hypothetically a first owner could purchase a three-year subscription to heated seats, which is how long that person would expect to keep the car. Then, the next owner could decide for themselves if they wanted to subscribe to the heated seats, too. 
This, of course, requires the car to already have the feature's hardware built-in from the factory, such as the required sensors for adaptive cruise control or the heating elements in a seat or steering wheel. BMW casts the idea in a very favorable light in its press release, stating that it is "strengthening selection and personalization for customers, offering them maximum flexibility."