BMWUSA Introduces Lower Priced Car Subscription Offering – Is MINI Next?

No it doesn’t include MINI, but BMW’s new, lower priced car subscription offering has us wondering. At $1,045, BMW is offering a chance to “subscribe” to new BMW’s including the 330i, 330e plugin hybrid, X2, X3, M240i and the full electric i3. Does this type of “ownership” sound interesting to you? What if MINI offered something similar in the $700 and $900 range?

BMW Car subscription service

Here’s how it all works. Access by BMW members 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.

For the MINI driver you could imagine a lower tier offering Cooper models across the range from the hatch to the convertible to the Countryman while the higher tier offering only JCW products.

Of course many of us prefer the idea of owning our MINIs and making them ours. But for those who don’t have desire to go that far, a MINI subscription service could be fairly compelling.

What do you think? Would you ever try a car subscription service rather than buying or leasing your MINI?

  • emulajavi

    Isn’t it just a monthly rent? A switch between used cars?

    You don’t get each car brand new although you pay monthly more than you would pay for a new 3 series or X2 brand new?

    • ulrichd

      It’s expensive for now but it’s a pilot program. If you think in terms of where automobile ownership is likely heading this statement made sense to me: Like other brands, BMW is adapting to an era where ridesharing and (eventually) self-driving cars will reduce the incentive to own a car. Instead of paying for maintenance or worrying about owning the ‘wrong’ car, you can just get the vehicle you want when you want it.

  • Steven Strain

    That’s a lot of money I’m looking at the upcoming Genesis G 70 for like the same price as a well optioned Mini. And who’s running the company over there, ex BMW people.