BMW will launch its subscription service in Nashville (USA) next week

According to Bloomberg, sources at BMW Group have confirmed the start of the pilot test of the new car subscription service that the premium brand plans to officially launch soon.

Although BMW says that this is only a pilot experience to validate the business model, several sources state that the new car subscription service will begin operating next week in the city of Nashville, located in the state of Tennessee (USA). This new service will be called Access by BMW and will be available through a local dealership starting April 2, according to the Bloomberg source.

As we reported a few months ago, in its various plans for developing new mobility systems, BMW had planned to join this year the list of brands that are already experimenting with this type of service ahead of their future market launch.

BMW’s vision for this type of service is similar to that of brands such as Cadillac or Volvo, that is, setting up car subscription plans that allow users to change car models more frequently than with a traditional rental by paying a monthly fee that includes insurance and maintenance, as well as the option to switch models according to their needs or preferences.

The current trend of sharing car use is gaining ground over car ownership, especially among younger customers and particularly in urban areas. BMW has already launched a new vehicle leasing program this year that allows its customers to rent their cars or use them through a shared ride service and, recently, acquired the entire Drive Now company, buying the shares previously held by Sixt, its former partner.

Among the brands already operating these subscription services in the North American market, Volvo announced the launch of its ‘Care by Volvo’ service last November, and Cadillac launched its own under the name ‘Book’ at the beginning of the year. Mercedes has also announced its intention to carry out a similar pilot experience during 2018, although it has not yet started it.