BMW’s Subscription Strategy

Lesson overview

BMW caused a stir when it tried charging drivers a monthly fee for heated seats. The company backed down, but it hasn’t given up on selling car features as subscriptions. With Tesla also moving toward monthly payments for software upgrades, the auto industry is betting big on recurring revenue. This news-based lesson explores why carmakers are pushing subscriptions, how customers are reacting, and what it means for the future of car ownership. Both levels include english articles for reading with vocabulary, discussion questions, and speaking activities.

If your students enjoy this topic, check out more lessons about cars: You Don’t Need a New Car, Driverless Cars: Yay or Nay?, and What Kind of Driver Are You?