Two years ago, BMW started what they termed the BMW On Demand rental service. The automaker is so pleased with the results that it’s now set to offer the same service in the United States. BMW of Manhattan will inaugurate the unique rental service next month. A fleet of 100 new BMW 328i motor vehicles will be available for anyone who is ready to throw cash down.
Using the title that BMW chose might be helpful in its own right. Many services are offered on demand these days. Internet users watch on demand videos. Cable and satellite providers offer on demand programming choices. Affluent younger consumers like to relate to the products that they’re purchasing, and it seems that BMW understands their market. This isn’t a traditional rental service, and it isn’t necessarily designed to attract the same sort of people that would go to a regular rental service.
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Some consumers might view that as arrogant, but it’s important to remember that BMW is a luxury brand that attracts a certain type of clientele. Interestingly enough, the service allows people to rent vehicles on an hourly basis as well as by days or weeks. Sales literature offering this perk is probably rather eye-catching to those who are touring a city for only a day or so. People in New York on business might want to rent a car for a few hours to get to where they need to go and then return it afterwards. That’s considerably more flexible than ordering a traditional rental package.
Clearly taking advantage of the opportunity for marketing, BMW has chosen the 3-Series on purpose. They do plan to include other models in the fleet in the future, however. X3, X5 and 7-Series motor vehicles will probably be included in the near future. M models might also be included in the near future.
Whether or not this will actually boost sales among consumers remains to be seen, but it will certainly make many of these cars more visible than they were before. Some people certainly do buy cars after having rented similar models, and BMW could capitalize on this fact if they play their cards right.
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