BMW Launches Car Subscription Service in the U.S. – Is MINI Next?

BMW is launching its own car subscription service with “Access by BMW”. While the service doesn’t include the MINI brand, we believe we may see something from MINI if this pilot proves successful.

Launched in partnership with Clutch Technologies, Access by BMW will offer a broad range of cars across two tiers:

  • Legend Tier $2,000/mo (includes sedans, coupes, convertibles, SAVs and the M2)
  • M Tier $3,700/mo (includes M4, M5, M6 convertible, X5M and the X6M)

Those costs include all maintenance, insurance and BMW Roadside Assistance. There is no limit to how often members can switch vehicles within a given month.

Access will launch as a pilot program in the Nashville market initially.. BMW will evaluate the program before rolling out in further markets.

Car subscription

Official Release: BMW Financial Services in the U.S. announced today the debut of Access by BMW, a new vehicle subscription service that will provide members with unlimited access to a diverse fleet of BMW vehicles through a single monthly subscription. Access by BMW will debut as a pilot program in Nashville, TN on April 4. The program will be facilitated by local BMW dealers who are responsible for vehicle deliveries and maintenance.

Access by BMW members will have the ability to request a vehicle based on their planned usage or activity via mobile app (available for both iOS and Android). Once a vehicle has been requested, a BMW concierge will personally deliver the vehicle most closely matching the member’s needs to their location at the desired time. Vehicles arrive fully fueled and freshly detailed with personal preferences already pre-set. There is no limit to how often members can switch vehicles within a given 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 Group Financial Services USA and Region Americas. “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.”

During the pilot phase, Access by BMW memberships will be offered in two tiers ranging from $2,000 – $3,700 per month, inclusive of vehicle maintenance, insurance and BMW Roadside Assistance. Additional tiers allowing even greater access to a broader range of BMW vehicles will be added as the program expands. The two initial tiers are:

A “Legend” tier will include a selection of BMW sedans, coupes and convertibles, as well as BMW Sports Activity Vehicles such as: The BMW 4 Series (coupe and convertible), BMW 5 Series and plug-in hybrid BMW 530e iPerformance, the BMW X5 Sports Activity Vehicle, plug-in hybrid BMW X5 xDrive40e iPerformance Sports Activity Vehicle, and the BMW M2.

A highly emotional and exhilarating “M” tier will consist of BMW’s most powerful and highest-performing models such as: BMW M4 convertible, the all-new M5, BMW M6 convertible, as well as the BMW X5M and BMW X6M Sports Activity Vehicles.

“A pilot program is a great opportunity for us to learn. In the future, the nationwide network of BMW dealers will be integral to the success of Access by BMW,” said Smith. “We will depend heavily on their close collaboration to continue to meet and exceed consumer expectations, and to ensure the sustainable development of this new business model.”

Access by BMW is powered by Clutch Technologies. For more information, or to sign up, download the official Access by BMW app or visit www.AccessbyBMW.com.

  • kingfishcoons

    $2k on the low end still seems awfully steep…

  • ulrichd

    Explain that to your insurance agent.

  • Michael Lehnert

    In the UK, BMW Group is now rolling out a virtually identical version of this for both BMW and MINI branded vehicles. The partnership is with another venture-capitalised company, called Drover. It is a UK-wide service, i.e. not restricted to a small TN test market as in the US.

    Pricing tiers start at $743.72 per month ($185 per week), which would apply to “… the Mini Cooper 3dr hatch and BMW 116d Sport…”, as Autocar Magazine reports (source hyperlinked below). The largest cars for now are the X3 and 5 Series.

    It would be interesting to see if such service, if extended to MINI, could revive interest in non-Countryman MINIs in the US, given that subscribers could experience MINI hatch “ownership” without a long-term commitment.

    https://www.autocar.co.uk/car-news/new-cars/bmw-and-mini-launch-pay-you-go-subscription-service https://techcrunch.com/2018/03/15/drover/