BMW to Test Car Subscription Service in Tennessee
March 28, 2018—BMW is reportedly scheduled to begin a car-subscription service called Access by BMW in Tennessee next week. According to a Bloomberg report, the service will be offered by a local BMW dealership in Nashville starting on April 2.
BMW’s North American chief, Bernhard Kuhnt, addressed the company’s plans for a subscription service at the Detroit Auto Show in January. But, while a company spokesperson confirmed that BMW is planning a subscription program in 2018, no additional details were provided.
Multiple OEMs have examined offering subscription services, largely in an effort to attract younger customers who are hesitant about vehicle ownership. Care by Volvo, for example, is set to launch this spring and combines lease, insurance and maintenance expenses into one monthly payment for customers. That program will initially utilize just one vehicle, the new XC40 compact SUV.
BMW has sought other ways to entice customers recently, too. In January, the company launched a flexible lease program that allows BMW and Mini owners in the Pacific Northwest to share their cars with loved ones, or use them to drive for ridesharing services.