BMW, joining the list of automakers exploring the business case for vehicle subscription services, will launch its first U.S. pilot program this week at a Sonic Automotive store in Nashville.
Customers can sign up for the app-based service -- dubbed Access by BMW -- beginning Wednesday, and vehicle deliveries will start the first week in May. Atlanta-based Clutch Technologies is providing the application, and Sonic Automotive's BMW of Nashville -- the lone BMW dealership in a metro area of nearly 2 million -- will manage the vehicle fleet, providing maintenance and delivery service to customers.
While there is no set timing, the Nashville pilot will be a longer-term test, said Ian Smith, CEO of BMW Group Financial Services USA and Region Americas.
"This is part of developing a sustainable business model," Smith told Automotive News. "There are many business models over the last couple of years we've seen emerge into the marketplace and even some memberships programs. We'll see whether they'll be successful or not. We want to make sure that whatever we do here is absolutely viable."