It could be normal. When I put mine on high heat, it seems as though it warms up faster the colder it is. It feels as though it senses cabin temperature and provides a proportional power. It also seems to have a thermostat that cycles power on. On low setting, it does not seem to have the same issue, comes up at a lower power immediately. You could also be having connector issues. I had Volvo 850 and its heated seats needed service about every couple years. So far my 2014 EXL has had no problems.