Front Seat Heater/cooler problems of the 2004 BMW 3 Series

The heating element on my 2004 BMW x3 caught on fire while I was driving. I don't use it often, but had noticed a hot smell when I did use it and that it would be too warm in the lumbar and hip region. The fire actually burned about a dime size hole in the driver side left seat panel (under the thigh). After reading of many others having the same or worse experiences, I am glad I immediately shut if off, although it still burned all the way through the leather. Please advise me of next steps I should take. I have shut off the heater and will no longer use it. With so many complaints, I would think this would result in a recall. Thanks for your advice.