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In marketing, positioning is everything, and this positioning out of the gate is horrendous.
When you take time to think about what this could mean for owners, it isn't all bad. But when it comes out like this ("you are going to have to pay for your heated seats monthly"), nobody is taking time to think, they are just pissed off.
BMW needs to hire real marketing pros to help with rollouts like this. This feels like some engineers rolled out the messaging.
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