WHEN I WAS SITTING IN THE DRIVER'S SEAT WITH THE HEATED SEAT OPTION TURNED TO A 5 (HIGH), WHILE THE CAR WAS WARMING UP, I NOTICED SOME SMOKE COMING FROM THE RIGHT SIDE OF THE SEAT. THE HEATED SEAT STARTED TO BURN THROUGH THE CLOTH COVER DIRECTLY WHERE MY METAL JACKET ZIPPER WAS MAKING CONTACT WITH THE CLOTH SEAT SURFACE. I IMMEDIATELY POURED WATER ON THE SEAT TO ENSURE A FIRE DIDN'T START. I HAVE NOT ATTEMPTED TO USE THE SEAT HEATERS SINCE THIS INCIDENT.