SEAT WARMER CAUGHT ON FIRE! WHILE PARKED IN THE DRIVEWAY WITH THE ENGINE RUNNING, I TURNED ON BOTH MANUFACTURER-INSTALLED FRONT SEAT WARMERS (OUTSIDE TEMP. 36 DEGREES FARENHEIT) FOR MY SON AND I. I FELT A PINCHING ON UPPER LEFT THIGH / BUTTOCK. THOUGHT IT WAS A BUG. SHIFTED IN THE SEAT, AND FELT IT AGAIN, MORE PAINFUL THIS TIME. LIFTED MYSELF FROM THE SEAT A BIT TO LOOK AT THE SEAT AND SEE WHAT WAS POKING OR PINCHING ME, SAW SMOKE COMING OUT OF A NEW HOLE ON THE LEFT SIDE OF THE SEAT. LOOKED THROUGH THE HOLE, AND SAW FLAMES AND SMELLED BURNING. IMMEDIATELY, TURNED OFF THE SEAT WARMER, GOT OUT OF THE VEHICLE, REACHED OVER AND TURNED OFF THE VEHICLE. THE SEAT SMOLDERED FOR ANOTHER COUPLE OF MINUTES. CALLED MY SPOUSE TO CHECK IF IT WAS STILL SMOLDERING, BUT IT HAD STOPPED. TOOK THE VEHICLE TO THE DEALER TO GET IT CHECKED OUT.