BMW iX3's 360 Camera and Advanced Features Now Require Monthly Subscriptions

Daily Car

06/02/2026

BMW is continuing its controversial trend of offering vehicle features as monthly subscriptions, with the new iX3 electric SUV being the latest model to adopt this strategy. Despite the hardware being physically present in the vehicle, drivers will need to pay a recurring fee to unlock functionalities like the 360-degree camera and the advanced Driving Assist Pro package.

Key Takeaways

The BMW iX3 requires a monthly subscription to use its 360-degree camera.
The Driving Assist Pro package, offering semi-autonomous driving capabilities, is also subscription-based.
BMW acknowledges past missteps with subscription models, like heated seats, but maintains the strategy for other features.

Subscription Model Explained

Even though the hardware for the 360-degree camera and advanced driver-assistance systems (ADAS) is pre-installed in every new iX3, BMW is opting to gate these features behind a paywall. This approach mirrors Tesla's strategy with its own advanced driving systems. The Driving Assist Pro package, which includes features like hands-free highway driving and urban semi-autonomous capabilities, will also be subject to a monthly subscription fee.

BMW's Rationale for Subscriptions

Alexandra Landers, BMW's head of product communications, explained the company's continued belief in the subscription model. She stated that while the heated seat subscription was a misstep, the ongoing costs associated with cloud usage and feature development necessitate a recurring revenue stream for certain functionalities. Landers also highlighted the flexibility for consumers, suggesting that owners might decide to subscribe to features like ADAS later in their ownership if their needs change, such as during extended traffic jams.

Market Variations and Future Updates

Subscription availability and pricing can vary by market. For instance, in Australia, adaptive suspension can be activated for approximately $20 USD per month after a free trial. BMW also confirmed that over-the-air software updates, including improvements to ADAS features, will be tied to these subscriptions. Semi-autonomous driving functions are slated to debut in Germany first before expanding to other regions.

Performance Remains Unlocked

Despite the push for subscription features, BMW has drawn a line at performance upgrades. The automaker will not offer subscriptions to unlock more power or battery range. They believe that customers should receive the full performance capabilities of the vehicle from the outset, stating they are not a tuner and restricting base performance would not make sense as an offer strategy.

Industry Reaction and Consumer Outlook

While subscription-based advanced driving systems are becoming more common in the industry, the decision to make a 360-degree camera a paid feature is likely to be met with controversy. It remains to be seen how consumers will react to these new subscription offerings on BMW's latest models.

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