THE VEHICLE WAS IN MOTION WITH THE SEAT HEATER ON. I NOTICED A BURNING SMELL AND THEN A BURNING SENSATION. BY THE TIME I WAS ABLE TO SAFELY PULL OVER, THERE WAS A HOLE IN THE RIGHT SIDE OF THE DRIVER'S SEAT COVER, EXPOSING THE WIRING AND FOAM. MY COAT AND CLOTHING WERE BURNED, AS WELL AS MY BACK. THERE IS ALSO EVIDENCE OF OVERHEATING/BURNING IN ADDITIONAL LOCATIONS OF THE SEAT COVER, BUT IT ONLY BURNED THROUGH IN ONE LOCATION. I TURNED OFF THE SEAT HEATER AND DROVE TO THE DEALERSHIP WHERE I WAS INSTRUCTED TO DISCONTINUE USE OF THE SEAT HEATER. THIS OCCURRED ON 3/8/19 WITH LESS THAN 95K MILES ON THE CAR.