AT APPROXIMATELY 5:15 AM THIS MORNING I STARTED MY CAR AND TURNED ON THE DRIVER'S SIDE HEATED SEAT. AFTER WAITING APPROXIMATELY 2 MINUTES FOR THE RPMS TO DROP BELOW 1000, I PLACED THE VEHICLE IN DRIVE AND BEGAN HEADING FOR WORK. I IMMEDIATELY SMELLED SOMETHING BURNING. I TRAVELED LESS THAN AN 1/8 OF A MILE TO A STOP SIGN. AFTER STOPPING THE VEHICLE AND PLACING IT IN PARK, I OPENED THE DRIVER'S SIDE DOOR, PULLED THE HOOD LATCH, AND QUICKLY STEPPED OUT OF THE VEHICLE. I LEFT THE CAR RUNNING AND THE DRIVER'S SIDE DOOR OPEN WHILE I OPENED THE HOOD TO INSPECT FOR THE SOURCE OF THE BURNING SMELL. AFTER APPROXIMATELY 2 MINUTES OF INSPECTION I DETERMINED THAT THERE WAS NOTHING BURNING IN THE ENGINE COMPARTMENT. I CLOSED THE HOOD AND WHILE STANDING AT THE FRONT OF THE VEHICLE I NOTICED SMOKE COMING FROM THE DRIVER'S SEAT. I IMMEDIATELY RAN TO THE DRIVER'S SIDE DOOR AND DISCOVERED A SMALL FIRE IN THE FRONT SEAT. I TURNED THE VEHICLE OFF, TURNED THE DRIVER'S SIDE HEATED SEAT OFF, AND MANAGED TO EXTINGUISH THE FIRE. THIS HAS BEEN A VERY TRAUMATIC EVENT. REFLECTING ON THE TYPICAL USAGE OF THE HEATED SEATS BY MYSELF, OR WORSE YET MY WIFE, THE OUTCOME COULD HAVE BEEN CATASTROPHIC. THE SEAT WAS LITERALLY ON FIRE IN LESS THAN FIVE MINUTES. I CAN NOT IMAGINE WHAT THE OUTCOME MIGHT HAVE BEEN IF THIS HAD OCCURRED DURING RUSH HOUR TRAFFIC. IF I HAD NOT EXITED THE VEHICLE TO INSPECT THE ENGINE COMPARTMENT, I WOULD HAVE SUFFERED BURNS. AFTER TALKING TO CUSTOMER SERVICE I WAS INF