BMW Begins Subscription Pilot With Vehicle Sampling
Rather than commit to a single model, BMW subscribers can try out a variety of different ones as often as they want
People interested in driving a BMW could have soon have a new alternative to purchasing. Access by BMW is a subscription program the auto maker has launched with a pilot run in Nashville, Tennessee. Book by Cadillac and Care by Volvo are similar services already up and running. Mercedes-Benz is also planning on testing its own subscription service in 2018. What makes BMW’s different is a tier system and the ability for subscribers to choose different vehicles whenever they want.
Access by BMW is starting with two tiers, “Legend” and “M.” Memberships are priced at $2,000 and $3,700 per month respectively. “Legend” offers a selection of BMW sedans, coupes, convertibles and SUVs, including two plug-in hybrid models. “M” is targeted at driving enthusiasts and consists of only high performance models from BMW’s M division.
With a subscription to either tier, members can request a vehicle through a mobile app. A concierge will check availability and deliver the model requested \that closely fits a member’s needs. Vehicles are delivered with a full tank of gas and freshly detailed.
BMW says there is no limit to the number of time a member can switch vehicles per month. It seems having one car to drive to work and a different one to drive home is possible. Presumably, part of this pilot test is to see how many people push the practical limits of switching before the service is rolled out.
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Simon Collins is the founder and CEO of WeDesign, an organization that provides global access to the world’s finest art and design interactive and experiential education. He is also the founder of Fashion Culture Design, a business providing events like conferences and salons for the fashion and design industry.