Both BMW and Audi appear to be shutting down their subscription services. Access by BMW and Audi Select both launched in 2018 in test markets, but failed to catch on with customers.
These decisions follow Mercedes‘ decision to shut down its subscription service pilot project last summer, while Cadillac put its version on hiatus in 2018.
These services offered subscribers a choice of vehicles from their brand that could be rotated in and out of one’s driveway. The theory was, you could have a sensible car for most of the time, with the option to occasionally switch to a sports car or large SUV based on your needs.
BMW And Audi Both Abandon Subscription Service Programs
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Subscription programs have not become financially viable for the dealer, manufacturer or consumer, BMW National Dealer Forum Chairman David Sloane said.
“It’s been difficult for automakers to figure out subscription fleet sizes and product mix,” Sloane said. “It’s important manufacturers test these different business models, but it’s also good that, when they don’t work, they acknowledge that.”
Automakers have had mixed success with vehicle subscriptions. Some programs have struggled to attract enough people who want to pay for the convenience. Others have found customers but struggled to turn a profit.