March 13th. I was driving on County Road 6, south of Park Rapids, Minnesota, and noticed smoke coming from my coat laying on the passenger seat, I removed the coat and found smoke/flames coming out of the passenger seat. I stopped the truck, ran around to the door of the passenger seat, turned off the seat warmer, and put the fire out. The seat warmer failed and is available for inspection. I have disconnected the seat warmer. March 15th. I brought the vehicle to North Country Ford service Manager and they did not know how to report it, didn't seem to think it was serious, and wanted me to pay $144 for them to look at it. March 16th called Ford Corporate. They started a case #CAS35878378 with Chelse David.