DUE TO COLD WEATHER, ENGAGED THE DRIVER SIDE SEAT HEATER. NOTICED A SHARP PAIN IN MY LEG AND THEN BEGAN TO SMELL AND SEE SMOKE. FORTUNEATLY, I WAS QUICKLY ABLE TO REALIZE THE SEAT HEATER APPEARED TO HAVE A SHORT IN IT, AND TURNED OFF BEFORE BURNING THROUGH THE LEATHER AND SETTING MY CLOTHS ON FIRE. I WILL BE CONTACTING MY LOCAL BMW DEALERSHIP TO SEE WHAT, IF ANYTHING THEY ARE WILL TO DO. I FEEL THERE SHOULD BE A RECALL BEFORE SOMEONE IS SERIUOSLY HURT OR KILLED. THE ENGINE WAS IDLING WHEN SEAT HEATER WAS ON. I WAS BACKING OUT OF DRIVEWAY AND DRIVING DOWN STREET WHEN I NOTICED. IF I WOULD HAVE HAD SEAT HEATER ON AND THEN STEPPED AWAY FROM VEHICLE AS IT WAS WARMIMG UP, I AM CONFIDENT THE DRIVER SEAT WOULD HAVE CAUGHT ON FIRE OR AT LEAST SEVERLY DAMAGED IT.