BMW Launches Car Subscription Service

By Paul Joseph

BMW is the latest car maker to introduce a Netflix-style subscription service for its high-end – and highly sought-after – vehicles.

The German marquee launched a pilot programme last week called “Access by BMW” which is exclusively available to the residents of Nashville, Tennessee.

The members-only service provides unlimited access to BMW’s diverse fleet of cars for a flat, pre-determined monthly fee.

The programme is similar to the subscription models introduced by Porsche and Cadillac last year,  named Porsche Passport and Book by Cadillac, respectively. Volvo is another manufacturer that is exploring the subscription model with its Care by Volvo programme.

Access by BMW participants will be able to order their vehicles via mobile phone app, which will give them unrestricted access to a select portfolio of BMW vehicles for a monthly payment, including insurance, maintenance, and roadside assistance.

Programme membership is categorised in two tiers. The more affordable Legend tier starts at $2,000 per month and lets members choose from the M2, 4 Series, 5 Series (including the 530e plug-in hybrid), and the X5 (including its PHEV model). For $3,700 per month, members get access to the performance-oriented M cars, including the M4 convertible, M5, M6 convertible, X5M and X6M.

BMW stressed that this is a pilot programme, giving the company an “opportunity to learn.” The company says it will expand the programme to other parts of the country, if the pilot turns out be a success.

By Paul Joseph