BMW is joining the growing list of automakers that are experimenting with different ownership models by launching a new monthly subscription service that gives customers access to a BMW fleet for a fixed fee.
The new application-based service, called Access, will be launched first in Nashville before BMW decides to take it to other markets, according to Bloomberg. For $ 2,000 a month, users can choose between models such as the X5 SUV, 4 Series and 5 Series sedans, including all plug-in hybrid versions. For the highest fare of $ 3,700 per month, you can get M4, M5 or M6 convertibles, as well as X5M and X6M SUVs, but it does not include access to BMW's high-end 7-series. The fare includes insurance, maintenance and roadside assistance, says BMW.
the rate includes insurance, maintenance and assistance on the way
That would make BMW among the most expensive of these new subscription services. As such, the German automaker is pulling out all stops:
Once a vehicle has been requested, a BMW concierge will personally deliver the vehicle that best suits the member's needs to their location at the desired time. The vehicles arrive full of fuel and newly detailed with personal preferences already pre-established. There is no limit on the frequency with which members can change vehicles within a given month.
"Subscription-based services are of emerging interest to our customers, and we are excited to offer a mobility service to meet their individual and changing needs," said Ian Smith, CEO of BMW's financial services in North America, at release.
BMW joins companies such as Audi, Cadillac and Porsche to offer customers a simplified payment structure and the flexibility to switch to a newer car rather than a traditional rental or a financial plan, or a vehicle of higher quality than a rental airport newspaper.
Still, the $ 3,700 plan per month is almost three times the cost of renting an M5 sedan in the Nashville area (although a rental contract requires an initial payment of $ 5,724 and does not include insurance and maintenance).
The new BMW service puts it on par with the Porsche Passport, which ranges from $ 2,000 / month for models such as the 718 Boxster, the 718 Cayman S and six other Porsche models, up to $ 3,000 / month for the 22 models , including a Cayenne E- Hybrid. Cadillac charges customers a flat rate of $ 1,500 per month for their Book subscription service.
The news comes after BMW announced that it would merge its carpooling and other mobility businesses with its archrival Daimler. The agreement means that the Car2Go services of Daimler and DriveNow / ReachNow of BMW would operate in tandem.
BMW is also the rare car company that plans to charge a monthly fee to owners who want to use Apple's popular CarPlay system in their vehicles. Most car manufacturers offer CarPlay or Android Auto as a standard feature.