Subscription Service Makes Driving a BMW as Easy as Choosing a Netflix Movie

What if you could choose a BMW just like you’d choose a movie off of Netflix? This is the question driving a new pilot program in Nashville, Tennessee. The idea is that you can choose from BMW hybrids, electric models, and gas-powered beauties in a subscription service model. Select, click, drive.

Access by BMW

BMW’s smartphone-based app Access allows you to request a car, just like you would through Uber or Lyft. A concierge delivers it with a full tank of gas and set with your personal preferences. There is no limit to the number of times you can change cars; you can even swap them out daily.

The subscription service also includes maintenance, insurance, and even roadside assistance.

Types of BMW Available

There are different tiers in the pilot program, ranging from $2,000 to $3,700 a month. Each tier grants you access to a certain level of BMW choices. With the Legend tier, you can select from the 4 Series, 5 Series, X2, X5, M2, and a range of BMW hybrids such as the 530e iPerformance.

You can step that up to the M tier for your daily choice between the M5, M6, X5 M, and X6 M.

There are a few cars that aren’t accessible in the current version of the program: primarily the i3, i8, and 7 Series. We’ll likely see this change as the service develops.

A Car to Suit Every Purpose

Think of the service as mini BMW lease specials. But rather than subscribing to a certain car, you can subscribe to a service that brings you your choice of car for that day, week, month…however long you want it. When you decide you want a change-up, a concierge delivers your new ride.

This also offers opportunities for swapping out your choice of car for the week with a choice for the weekend – whether it’s one of the BMW hybrids in which you can take off down the highway, or it’s a crossover with cargo space for a family camping trip. When you get back, just switch again to your weekday preference. The possibilities are limitless.