Every car here has 3 heaters actually.
Block Heater: Like you mention, in the 500W range and heats the coolant (basically a kettle element)
Oil Pan Heater: A stick-on heater that goes on the underside of the oil pan, usually in the 200-500W range. It heats the oil, because past about -35C oil has the consistency of butter, even synthetic will do that past about -40C. If you have a big vehicle, you stick more than one on.
Battery Blanket: Like an electric heating blanket for the battery. If the battery freezes, it's done for, so you don't want that. You'll also get a lot more current out of a warm battery, which is critical when you turn the key at -40C and have to spin all that cold oil.
Everyone also puts cardboard or whatever in front of their radiator for the winter so when you drive on the highway the vehicle can actually get up to running temperature.