The idea of a BMW car subscription service is an interesting one. It takes the three year lease deal to its natural conclusion with the latest BMW on demand as required. But the key question is, will it work? Would you prefer to subscribe to a brand and product rather than a specific car?
All eyes are on Volvo who has courageously launched their service first with the XC40. The idea is that you subscribe to a plan called “Care by Volvo” that includes car payment, insurance, and maintenance together, starting from $600 per month. But the kicker is that you can trade into a new car after only 12 months. Will it work for BMW’s price points and demographic? We should know more when BMW rolls out their program later this year.