[stein_325i]

Originally Posted by Motor1

In April 2018, BMW launched a subscription program for some of its vehicles. Called Access by BMW, the platform was only available in Nashville, Tennessee, and was an expensive way to get temporary access to performance vehicles such as the M5, X5 M, X6 M, and M4 Convertible. A few months later, the Bavarian brand introduced an entry-level subscription plan letting you drive the 330i, 330e iPerformance, X3, X2, M240i convertible, and the fully-electric i3 for half the price.

It turns out, the program was not really a success story for the automaker and never expanded beyond Nashville. BMW will shut down the program at the end of January putting an end to an almost three-year run, at least for now.

"Our intent with the pilot was to learn about the viability of the subscription model and gauge customer interest," BMW spokesman explained to Automotive News. "We are in the process of developing the next iteration of the program."

It seems that BMW's subscription pilot was launched with the only goal to test the waters and to be used to help the automaker better understand what customers expect from this service. BMW wanted to "test these different business models," as BMW National Dealer Forum Chairman David Sloane told the online publication.

Meanwhile, Audi will also cancel its Audi Select subscription program at the end of the month. It was launched in September 2018 at five Dallas-Fort Worth stores but never got popular. Mercedes also discontinued its subscription plan last summer after the weak demand it got for the mobility service.

https://www.motor1.com/news/466479/b...ption-program/

[P1]

Great!

[David70]

Interesting idea but I always wondered who these people would really be as you needed to spend a lot of money, then you could switch out vehicles but the whole thing seemed like more trouble than it was worth.

[jkoral]

Originally Posted by David70

Interesting idea but I always wondered who these people would really be as you needed to spend a lot of money, then you could switch out vehicles but the whole thing seemed like more trouble than it was worth.

There was an in-depth review by one of the first users of the service a couple years ago, he definitely enjoyed the frequent switching and has some more details of how the service worked:

https://f30.bimmerpost.com/forums/sh....php?t=1570704

[David70]

Originally Posted by jkoral

There was an in-depth review by one of the first users of the service a couple years ago, he definitely enjoyed the frequent switching and has some more details of how the service worked:

https://f30.bimmerpost.com/forums/sh....php?t=1570704

Thanks, it's interesting but would never be for me. From what I understand - A lease of $1099 per month (cheapest tier), upgrade to an M tier for $75 per day, then they can't guarantee a particular car at any particular time.

Since you wouldn't drive at M much when you are paying $1099 per month plus $75 per day, seems like a huge expense for what you are driving most of the time. Also would suck to decide you want an X5 for whatever reason and it isn't available.

EDIT: It did include $1k deductible insurance which helps. Also think at some point you would have been driving a well used car that others scratched/used, then have an issue with never driving the exact model you would have leased (options/color/etc). Person giving the review said he sometimes switched vehicles 3-4x per week, I just don't care enough to bother. If I had a car I liked I would keep it for weeks or months.

[detroitm2]

It was a risky business model to begin with. I imagine that COVID put the final nail in the coffin.

[Germanauto]

These automotive subscription services were never going to work. They are targeting a very miniscule percentage of customers who (a) desire multiple cars and (b) are willing to pay the obscene subscription prices for it. $2000/mo for BMW's boring cars (these are Porsche 911 lease prices) and $3700/mo for the heavy M cars (more expensive than leasing some supercars).

I suppose it seemed like a good idea in theory and I don't fault BMW or other automakers for giving it a shot. But clearly it has no place in the market.

[detroitm2]

Originally Posted by Germanauto

These automotive subscription services were never going to work. They are targeting a very miniscule percentage of customers who (a) desire multiple cars and (b) are willing to pay the obscene subscription prices for it. $2000/mo for BMW's boring cars (these are Porsche 911 lease prices) and $3700/mo for the heavy M cars (more expensive than leasing some supercars).

I suppose it seemed like a good idea in theory and I don't fault BMW or other automakers for giving it a shot. But clearly it has no place in the market.

Honestly if they dropped the price to under a grand and included the M cars, that would be more popular. But I'm sure they would end up losing money.

[Germanauto]

Originally Posted by detroitm2

Honestly if they dropped the price to under a grand and included the M cars, that would be more popular. But I'm sure they would end up losing money.

Even loaded X5 40is lease for over $1000/mo, so no way that could work. There's just too many variables at play including logistically. Building a fleet, having a place to store that fleet, accounting for depreciation on these cars, residuals, maintenance, etc. It's too expensive a service to operate, they can't make money on it.

[AR_Motorwerkz]

Surprised this didn't end earlier. It was just too expensive

[paquet]

It's one of those ideas that sound great on paper in a boardroom, far removed from reality

[F32Fleet]

Originally Posted by David70

Interesting idea but I always wondered who these people would really be as you needed to spend a lot of money, then you could switch out vehicles but the whole thing seemed like more trouble than it was worth.

There was a fear that millenials were going to be the first of a wave of what I call renter class. They made good money but eschewed commuting from the suburbs like their parents and consequently didn't want the hassle of having to own a vehicle.

[JJ 911SC]

Apparently Porsche call their 2017 program successful ... North of the border, only Toronto has it. Montréal and Vancouver will get it this spring.

... Due to the success of the Multi-Vehicle Subscription program, first launched in Atlanta in November 2017, it expanded to Las Vegas, Phoenix, and San Diego in August 2019. Los Angeles is the newest city to host the program...

https://newsroom.porsche.com/en_US/c...ion-21942.html

[Maitre_Absolut]

Originally Posted by JJ 911SC

Apparently Porsche call their 2017 program successful ... North of the border, only Toronto has it. Montréal and Vancouver will get it this spring.

... Due to the success of the Multi-Vehicle Subscription program, first launched in Atlanta in November 2017, it expanded to Las Vegas, Phoenix, and San Diego in August 2019. Los Angeles is the newest city to host the program...

https://newsroom.porsche.com/en_US/c...ion-21942.html

I dont even know how they survive in Toronto. 4000$ / month for a 911. I dont care how much disposable income you have, simple math shows you are an idiot if you ever sign up for this. You couldnt pay me to drive someone elses car, deal with pick up drop off hassle, not having it the instant you need it etc.

[alexzengo]

Well that's a bummer.