SATURDAY OCTOBER 3, 2009 AT APPROXIMATELY 9:30AM I TURNED ON MY DRIVER SIDE HEATED SEAT. AFTER APPROX. 2-3 MINUTES I SMELLED SOMETHING BURNING AND THEN SAW SMOKE COMING UP FROM AROUND MY STEERING WHEEL. I PULLED OVER AND GOT OUT AND FOUND MY SEAT HAD A HOLE BURNED THROUGH IT ON THE LOWER LEFT HAND SIDE (DOOR SIDE). THE HOLE WAS RED FROM HEAT SO I LOOKED AT THE BACK OF MY SHIRT AND IT HAD A HOLE BURNED IN IT, I THEN LOOKED AT MY PANTS AND FOUND A HOLE HAD STARTED BURNING THRU THE HIP POCKET. I TOOK IT TO THE DEALER AND THEY SAID THEY WERE NOT AWARE OF ANY PROBLEMS LIKE THE ONE I JUST EXPERIENCED. I ALSO NOTICED ON THE INTERNET ON A LAW FIRMS WEB PAGE THAT THIS HAS HAPPENED BEFORE TO MY MODEL CAR, 2004 BMW 530I. I PLAN TO CALL BMW OF NORTH AMERICA TOMORROW (10-5-09) TO FILE A COMPLAINT. I CAN SEND A PICTURE OF THE CAR SEAT AND MY CLOTHES IF YOU WANT. *TR