BMW is now making it easier than ever to slide behind the wheel of a luxury car by launching a new rental program that allows customers to drive away in one of any BMW model currently on sale. Dubbed BMW On Demand, the pilot program is being run out of the BMW Welt In Munich, Germany and will initially run over a period of twelve months, and will be extended to other locations in Munich in a second phase.
Cars can be booked via a hotline, online or at the BMW Welt itself and are rented out by the hour. The hourly rental fees vary depending on the model and the time of day. A BMW 1-Series, for example, costs €16 (approximately $22) an hour, while a 5-Series will set you back €23 (approximately $32) an hour. At the daytime rate, between 9 am and 6 pm, a maximum of four hours will be charged, or a maximum of two hours at the nighttime rate between 6 pm and 9 am.
All the necessary insurance premiums, plus cleaning and servicing, are included. The rental charge as well as the fuel used is paid by credit card, and vehicles are collected from and returned to the BMW Welt.
The aim of the project is to offer customers greater flexibility. Many customers would like to use various models at different times instead of being tied to one vehicle. For example, they'd like a 5-Series Sedan for an important meeting, but would prefer a Z4 for a trip into the countryside at the weekend.
If successful, the project could even spread into other markets including here in the U.S., but for now it’s only being trialed in Germany. We're just wondering how much it will cost to take a car like this M6 Coupe out for a spin.