BMW USA has taken the plunge on a subscription service, with the launch of Access by BMW in Nashville, Tennessee.
The pilot program debuts today in the USA, driven by a group of dealers responsible for keeping, distributing and detailing the cars involved. Users order their car through an iOS or Android app.
Cars are delivered by a dealer concierge, and arrive fully fuelled and detailed. There's no limit on the number of switches users can make every month.
"As customers continue to explore the growing mobility market, service-related offerings are becoming more in demand. With Access by BMW, our members will enjoy the freedom of personal mobility with access across a broad range of our highly emotional vehicles” said Ian Smith, CEO of BMW USA financial services.
“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.”
Although the range of vehicles on offer is impressive, BMW has set a high price for its service. The Porsche Passport program asks US$2000 for access to 718, Macan and Cayenne models or US$3000 for a range of 22 vehicles, including the 911 Carrera S.
Meanwhile, Cadillac charges US$1500 ($1950) per month for access to its lineup.
We've contacted BMW Australia to see if a similar setup could be headed our way but, given it's a trial driven by BMW Financial in North America, our hopes aren't particularly high.
UPDATE: BMW says the service is unlikely to be coming to Australia soon.