BMW trials online hourly renters

German luxury car-maker makes any model in its range available at hourly rental rates. Catch is, it's so far only possible in Munich.
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If you wish to dress to impress next time you visit the German city of Munich, then US$89.20 will get you a BMW 7 Series to do with as you will for a couple of hours.

The German company has just initiated a 12-month trial run of a programme called "BMW on Demand" that encompasses its complete range of cars -- from 1 Series to M and 7 Series -- and makes it possible to book a BMW at an hourly day rate for a maximum of four hours. After 6PM and before 9AM, bookings are limited to a maximum of two hours.

BMW sees the concept as having "major ramifications for the global automotive industry." It says research shows the average car is parked about 90 per cent of its life; "an underutilised capital investment."

Customers of the scheme "may choose a 7 Series BMW Saloon for an important meeting one day, a BMW 1 Series for some around town shopping the next, and a Z4 for a weekend trip, all in the same week."

BMW allows personal choice of model, colour and equipment, and bookings can be made online, by telephone, or in person.

The rates include insurance, cleaning and servicing and vary from daytime charges of US$44.60 an hour for top-shelf models to around half that for a base 1 Series. Night rates are higher.

The company is presently conducting the pilot run from its showcase dealership in Munich and, presuming a degree of success, expects to follow up with a second phase extending to "other locations" in the future.

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