Early this week, we reported on the launch of BMW's subscription service in the US market. The subscription service will be called "Access By BMW," and the pilot program will be available through a dealership in Nashville,Tennessee. When we reached out to find out more information on pricing, the dealer told us to expect more information in early May. Now BMW has laid out pricing on its subscription program, which will allow customers to switch out vehicles within the company's model range.
The lower tier subscription (dubbed Legend level) starts at $2,000 per month, and includes access to the 4 Series coupe and convertible, M2, X5, and 5 Series sedan (including the plug-in hybrid). Stepping up to the M Tier will cost $3,600 per month and give access to the M4 convertible, M5 sedan, M6 convertible, X5M and X6M. Ian Smith, CEO of BMW Group Financial Services USA and Region Americas, told Automotive News that a lower tier below the $2,000 level may be available later on. All tiers include maintenance, insurance, and roadside assistance, as well as unlimited car swaps in any given month.
Unlike a lease, Access By BMW can be continued indefinitely and cancelled at any time. This means customers can try the service for a single month without making a commitment. BMW is the latest automaker to dip its toe into the subscription-based business model. Porsche's Passport program also starts at $2,000 for the base level, then goes up to $3,000 for more expensive models. For now, these programs are too expensive for average consumers, but we could be looking at the future of car ownership here.
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