BMW Starts Subscription Car Service in Nashville
The new pilot car program from BMW includes concierge delivery, insurance, roadside assistance, and maintenance.
It’s the 21st century. You can subscribe to magazines, Youtube channels, and now—BMW cars? Why yes. Yes, you can.
The automotive landscape is changing. Traditional sedans are losing ground to SUVs, trucks, and crossovers. More and more, one-owner automobiles in general are competing for wallet space against car-sharing services. Autonomous driving and advanced mobility solutions are growing more sophisticated.
Cultivating the New Trend
BMW has responded to the trend by launching a two-tier car subscription service in Nashville, Tennessee. By using the Access By BMW app, program participants can access the first level of vehicles for $2,000 (plus a $575 joining fee). According to CNBC, that tier includes “delivery by a concierge, use of the car, insurance, roadside assistance, maintenance and unlimited switches between models.”
The top tier costs $3,700 a month and provides access to M models. That’s well north of the $1,299-a-month lease BMW offers on the $102,600 M5, but also allows program participants to take their pick of M cars at their convenience.
In an online statement, Ian Smith, CEO of BMW Group Financial Services USA, said, “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.”
Lest We Forget the Competition
BMW is not alone in this new automotive space. CNBC reported that Porsche already started its own two-tier subscription service in Atlanta way back in November. Porsche’s top-shelf assortment of cars is available for $3,000 a month. Predictably, the program is attracting a younger audience, one that consists of people who are comfortable with paying for a car month by month instead of over the course of years.
Right now, BMW’s subscription service is only available in Nashville, but expect it to expand dealerships nationwide in the future.