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Seat heaters consume next to nothing on the vehicles I've measured (25-80w each seat depending on setting). Simply running the HVAC fans on low consumes more power.
In other words, in an ICE vehicle, it takes less gasoline to run seat heaters than to run the fans to move the free waste heat into the cabin. It seems counter-intuitive, but that's what I've measured on my Prius and Acura.
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