BMW Joins Audi, Mercedes-Benz to End Its Netflix-For-Cars Programs
Porsche, on the other hand, says its own subscriptions are soaring.
The BMW X6M was available on a subscription basis to members in Nashville, Tenn.
Source: BMW
If you had planned to borrow a BMW M5 for a weekend touring the Grand Ole Opry and Johnny Cash Museum, you’re out of luck. And not just because of Covid-19.
BMW has cancelled the subscription service it began in 2018 in Nashville, Tenn. A spokesman for the brand said the $2,000-plus monthly Netflix-for-cars style program would end Jan. 31. “The program had reached its capacity limits,” BMW spokesman Phil DiIanni said in an email.
The company declined to share how many subscribers had signed up to use Access by BMW, but the Nashville option was never intended as more than just a pilot, DiIanni said. Access by BMW offered two tiers of enrollment: Entry level members paid $2,000 monthly to use the X5 SUV and 4- and 5 Series sedans; premium-level members paid $3,700 monthly to drive the M4, M5, M6 and the X5M and X6M high-performance SUVs. Notably, BMW’s executive saloon, the handsome 7 Series, was not available through any level of membership.