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Drive As Many BMWs You Want Starting from $2,000 a Month

Resident of Nashville, Tennessee, will from this week have the opportunity to change the BMWs in their garages more often than they change their socks, thanks to the new car subscription service the Germans have launched in the city.
BMW M cars can be swapped for a monthly fee 1 photo
Photo: BMW
With the help of an app, customers would be able to swap thrpugh the BMWs they drive pretty much as many times as they want, provided they pay the carmaker’s fee for the service. Depending on what models drivers are inclined to use, that fee can start at $2,000 and reach as much as $3,700.

The starting price, applicable to the so-called Legend Tier, will give customers access to a fleet comprised of the BMW M2, the 4 Series, the 5 Series and the X5 SUV. For the 5 Series and the X5, the plug-in hybrid versions are also included in the offering.

The high-performance M Tier would allow access to a fleet of cars that includes the M4 and M6 convertible, M5, X5M and X6M. The right to drive one of these cars would send customer back $3,700.

“The reason why we went with the upper tier, especially the ‘M’ tier, is we think we can learn an awful lot more with that clientele,” said BMW Financial Services CEO Ian Smith according to Bloomberg.

“This is about learning and ensuring with our dealer partners that we’re building a business model that’s sustainable for the longer term and not something that’s going to be a fad for this year.”

For some reason, BMW believes having customers pay three times more than on an average lease contract is a good idea. The company started this pilot program working on the assumption that mobility services like Uber have changed the way people perceive personal transportation.

Should the pilot program become a hit, BMW plans to expand it to other locations as well. It would also add an entry level tier for less wealthier customers.
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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