Seeking one more novel way to entice U.S. fans of the marque into becoming potential customers, BMW North America has confirmed that it will introduce a version of the BMW On Demand program here starting next month. Operational for nearly two years in certain European markets, BMW On Demand allows individuals to rent a BMW from participating dealers on a short-term basis by the hour, the day or the week. The pilot program will commence with 12 BMW dealers located in the Tri-State (New York/New Jersey/Connecticut) area. However, if it proves as successful as it has across the Atlantic, we can expect to see On Demand expand into other key metropolitan markets across the country.
Initially, the U.S. BMW On Demand effort will feature a fleet of 100 new 328i Sedans, although BMW Financial president Ed Robinson indicates that the master plan also calls for other products to be added to the mix in the future, including the 7 Series, X3 and X5 Sport Activity Vehicles and possibly even a selection of high-performance M models.
BMW has not yet released what it will cost to rent one of these On Demand vehicles. However, interested parties can obtain more information on the program by clicking here.