MY DRIVERS SIDE SEAT ( CUSHION) CAUGHT ON FIRE WHEN I TURNED ON THE HEATED SEATS. I FIRST SMELLED A BURNING / PLASTIC SMELL. THEN I FELT MY GLUTES AND HAMSTRING GETTING WARM. I LOOKED DOWN ( I WAS DRIVING) AND SAW AN ORANGE EMBER ON THE SEAT. I PULLED OVER AS SOON AS I COULD, HOT OUT OF THE CAR, AND SAW THAT THE SEAT WAS ACTUALLY BURNING. LUCKILY I HAD A BOTTLE OF WATER IN THE CAR AND PUT OUT THE FLAME AND TURNED OFF THE SEAT. I CALLED THE DEALER- GOT A QUOTE TO REPAIR. BMW WILL NOT TAKE RESPONSIBILITY FOR THIS. I HAVE A SMALL BURN ON MY LEG, AND A GOOD SIZE HOLE IN THE SEAT. I LIKE MY HEATED SEATS LIVING IN THE NORTHEAST DURING WINTER MONTHS. VERY DISAPPOINTED THAT BMW REFUSES TO ADDRESS THIS DANGEROUS ISSUE.