I have a 2010 X1 with leather and heated seats. Although the weather in the Uk never gets to mega minus temperatures, I use the heated seats often between 0 and 5 degrees.
Setting 1 takes about 4 mins to get properly warm and this is enough for me when wearing jeans and a fleece top.
Setting 2 I've hardly used, but have used setting 3 a few times when I've got some back ache. I can't leave setting 3 on for long as it just gets too hot!
Sounds like you have a problem or the heaters are just not as powerful as the older model car.
J.
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