WHILE DRIVING WITH THE DRIVER SEAT HEATER ON A BURNING SMELL AND SMOKE BEGAN TO FILL THE CAR. ADDITIONALLY, BEGAN FEELING EXTREME HEAT ON MY BACK. IMMEDIATELY PULLED OVER AND FOUND A SMALL FIRE ON THE SEAT BACK WHICH I HAD TO PAT OUT. NO INJURY WAS SUSTAINED. THE SEAT HEATER HAD BEEN IN OPERATION ROUGHLY 5 MINUTES. THIS IS A SIGNIFICANT SAFETY CONCERN AS THE SEAT HEATER SWITCHES ARE IN A LOCATION WHERE THEY ARE EASILY TURNED ON BY ACCIDENT. HAD I NOT BEEN ABLE TO PULL OFF THE ROAD IMMEDIATELY THE DAMAGES COULD HAVE BEEN SIGNIFICANTLY WORSE AND INJURY WOULD HAVE OCCURRED.