[Germanauto]

These automotive subscription services were never going to work. They are targeting a very miniscule percentage of customers who (a) desire multiple cars and (b) are willing to pay the obscene subscription prices for it. $2000/mo for BMW's boring cars (these are Porsche 911 lease prices) and $3700/mo for the heavy M cars (more expensive than leasing some supercars).

I suppose it seemed like a good idea in theory and I don't fault BMW or other automakers for giving it a shot. But clearly it has no place in the market.