Netflix-like subscription service is the latest business model that’s growing in popularity amongst car manufacturers across the globe. BMW is the newest addition to the list of automakers exploring the business case for vehicle subscription program. The German automaker kicked off a pilot program yesterday by the name of “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 program 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 program.
Access by BMW participants will be able to order their vehicles via mobile phone app, which will give them an unrestricted access to a select portfolio of BMW vehicles for a monthly payment, including insurance, maintenance, and roadside assistance. The membership to the program is categorized in two tiers. The more affordable Legend tier starts at $2,000 per month and lets the member 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, the 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 program giving the company an “opportunity to learn.” BMW will expand its Access program to other parts of the country if the pilot turns out be a success.