BMW launches dealer-based rental car program

In August, BMW Financial Services kicks off BMW On Demand USA – a service the company already provides in European cities – enabling people to rent a BMW by the hour, day or week from dealerships.

Playing it safe, in a town where you can't park, and the roads beat your car to death, the first location will be BMW of Manhattan. It will have about 100 328i sedans in the fleet. According to Ed Robinson, president of BMW Financial, the fleet will change over time, based on what renters request. But the all-328i lineup reflects the newest product that BMW wants to push.

Follwing the locational logic, the next cities will be Washington D.C., Los Angeles, Chicago, Boston and Miami. The service could easily spread to smaller cities with smaller fleets.
Pricing for checking a 328i out like a library book will be announced in August. Go to  www.bmwondemandusa.com.

The business model for the program has multiple layers. Dealers in urban centers will gain a fleet of cars for extended test drives and luxury car owners will have a pool of rental cars that they  can't get from Hertz or Avis.

More to the point, it's part of a longer-term trend which sees urban dwellers not wanting to own cars at all. "As cities become more dense, the desire for car ownership goes down, but the desire to get out of town stays constant," says Robinson.

In time, the On Demand fleet will be expanded to include new  7 Series, X5 and X3 - even specialty cars like the M3 and M5. Mindful perhaps of the Hertz's experience renting Shelby   Mustangs in the 1960s, Robinson said that specialty vehicles will probably require an extra layer of qualification.

"BMW On Demand USA goes beyond any existing premium-rental or car-sharing programs in this market," said Robinson. "This is a great opportunity for anyone who is considering buying a BMW or who wants the ultimate driving experience for that special occasion, weekend getaway, or business trip to experience the BMW family." ––Paul Duchene

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