In response to a certain car manufacturer offering heated seats on a pay-per-month subscription basis, Dacia has a novel solution.
Next week, the no-nonsense car brand will give away free hot water bottles, intended to help motorists warm their backsides on cold days.
The promotion also highlights the fact that Dacia’s range-topping models come with heated seats as standard, with no need to pay extra.
A heated debate
Dacia has sought to capitalise on the debate surrounding in-car subscription services, which hit the headlines during 2022.
BMW’s £15-per-month subscription for heated seats became the most notorious, generating news at a national level. Available through its Connected Drive online store, the monthly payment acts to allow drivers to access the heated seats already installed in their car.
Other manufacturers have used subscriptions to let drivers activate additional safety technology, or use online infotainment services.
‘Fuss-free ownership experience’
Three dealerships across the country will offer Dacia’s ‘Heated Seat Saviours’. Drivers simply need to visit Dacia Manchester, Dacia Swansea, or Dacia Staples Corner (in London) on the 1st or 2nd of February 2023.
Once collected, the hot water bottles can be used by drivers warm not fortunate enough to have their own heated seats.
Luke Broad, Dacia brand director for the UK said: “Our ‘Heated Seat Saviours’ are a bit of fun, but they do highlight the direction the wider industry is going regarding subscription-based access to features. Asking someone to pay extra to activate factory-fitted equipment certainly isn’t Dacia.
“We believe in simplicity, offering our customers technology that makes driving more convenient and comfortable with features included in a car’s initial price. Whether consumers view heated seats as essential or not, our commitment to value and a fuss-free ownership experience means that we will only ever ask them to push a button to enjoy them.”
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