Automakers are constantly searching for ways to reach younger consumers whose shopping and transportation habits have been shaped by Silicon Valley giants like Uber Technologies Inc. and Airbnb Inc. To add to the growing list of auto makers who are offering "monthly subscription services" BMW is following in the footsteps of General Motors which launched its Book subscription service in January 2017, and Care by Volvo, which combines lease, insurance and maintenance into one monthly payment.
Subscription services allow consumers to flip between different car models as often as they want, instead of committing to one vehicle that they buy or lease. The monthly payments are usually higher than traditional lease contracts, because they cover things like insurance and maintenance. Basically think Netflix - you pay a monthly fee and can drive whatever you want whenever you want. To me that sounds pretty cool - but is probably also expensive - so make sure you read the fine print and understand what you are committing to before you sign on the dotted line!