The BMW Subscription Service is dead. According to Automotive News the brand is shutting down the offering at the end of the month. While the service launched in April 2018, it never found enough footing to expand beyond its initial Nashville market.
“Our intent with the pilot was to learn about the viability of the subscription model and gauge customer interest. We are in the process of developing the next iteration of the program,” a BMW spokesman told Automotive News.
Whatever that next iteration will be, it will likely be very different as the threshold for success was clear never reached.
BMW launched the subscription service branded as “Access by BMW”. Launched in partnership with Clutch Technologies, Access by BMW offered a broad range of cars across two tiers:
- Legend Tier $2,000/mo (includes sedans, coupes, convertibles, SAVs and the M2)
- M Tier $3,700/mo (includes M4, M5, M6 convertible, X5M and the X6M)
While all rival services have been shutter, there is one that seems to be growing. Porsche Cars North America, launched a subscription program in Atlanta in 2017 and has recently expanded the program to Los Angeles, Las Vegas, Phoenix, San Diego and Toronto.