Monthly subscriptions have been a staple in the tech sector for years, and it looks like automakers are finally getting in on the act.

BMW recently began charging a monthly fee for access to heated car seats. The program is only available in select locations, but it’s one of the first notable uses of monthly subscriptions to unlock a feature that’s already in your car. Subscriptions aren’t new to consumers (millions of people pay monthly fees for services like Netflix and Xbox Game Pass), but paying monthly to access functionality in a vehicle you own is fairly new — and it sounds like it could be here to stay.

“With the advent of rapid over-the-air updates and increased connectivity in new vehicles, offering paid subscriptions for ‘features on demand’ is a relatively easy way for an automaker to generate revenue after the vehicle is purchased,” Robby DeGraff, industry analyst at AutoPacific, told Lifewire in an email.

The auto industry is no stranger to monthly fees, but it’s never been done this way before. Subaru’s STARLINK, for example, has been around for years and requires regular payments to access features like remote start or curfew warning. BMW has also experimented with the monetization scheme, though DeGraff notes that it’s never been used for things “as simple as heated front seats.”