Like to drive all BMWs? You can with subscription
Get behind all the wheels you want — for a price
NASHVILLE – For motorists who think there could be more than one “ultimate driving machine,” BMW is launching its first subscription service that lets drivers choose from among different vehicles in a fleet of luxury cars and SUVs.
BMW Financial Services started the pilot program in Nashville this week. If BMW follows the pattern of other luxury makers that are trying the same idea — from Cadillac to Volvo — it likely would be rolled out nationally.
The programs continue to spread in popularity as a way for automakers to reach even the most fickle customers, those who don’t want to be tied to a single car. So far, the idea has mostly been confined to luxury car makers.
Automakers hope that subscribers will fall in love with the brand and stick with it or maybe find a particular model that delights them enough to want to buy it outright. Subscriptions are another alternative to buying or leasing.
But the privilege doesn’t come cheap. Memberships will cost between
$2,000 a month and $3,700 a month, which includes maintenance, insurance and roadside assistance. According to Bloomberg News, the $3,700 option is nearly three times the cost of a monthly lease payment on a 2018 M5 sedan in Nashville, which also requires an upfront payment of $5,724.
The price range reflects that there initially will be two different tiers:
❚ A “Legend” tier will include a selection of BMW sedans, coupes and convertibles, as well as BMW SUVs. Models will include the BMW 4 Series coupe and convertible, BMW 5 Series and plug-in hybrid BMW 530e iPerformance, the BMW X5 SUV, plug-in hybrid BMW X5 xDrive40e iPerformance SUV and the BMW M2.
❚ The “M” tier will give drivers access to more of BMW’s performance models. They include the BMW M4 convertible, the all-new M5, BMW M6 convertible, as well as the BMW X5M and BMW X6M SUVs.
To get them, Access by BMW subscribers will be able to request to switch vehicles through a mobile app. BMW will then deliver the car to them. And there is no limit on how many times a member can switch vehicles.
“As customers continue to explore the growing mobility market, servicerelated offerings are becoming more in demand,” Ian Smith, CEO of BMW Group Financial Services USA said in a statement. “With Access by BMW, our members will enjoy the freedom of personal mobility with access across a broad range of our highly emotional vehicles.
“Subscription-based services are of emerging interest for our customers, and we’re excited to be offering a mobility service to meet their individual and evolving needs.”
“A pilot program is a great opportunity for us to learn. In the future, the nationwide network of BMW dealers will be integral to the success of Access by BMW,” Smith said. “We will depend heavily on their close collaboration to continue to meet and exceed consumer expectations, and to ensure the sustainable development of this new business model.”