In April 2018, Baamoo launched a shared service for some of its products. Named Access by BMW, it provides temporary access to exciting models such as the M5, X5 M, X6 M and M4 Convertible.
However, a few months after its launch, the Bavarian automaker added other models such as the 330i, 330e iPerformance, X3, X2, M240i and i3 to the list of eligible Access by BMW vehicles to suit different needs and budgets. The service is only available in Nashville, Tennessee, and is not available in other states or countries around the world.
Nearly three years after the launch of Access by BMW, it is now reported that the service has not been as well received as expected and has somehow failed; This has caused Bamoo’s subscription service to close by the end of January.
According to a Bamoo spokesman for Automotive News, the purpose of launching Access by BMW in Nashville was to assess the sustainability of a shared service and receive feedback from customers. According to the spokesman, Bamoo has not yet stepped back and is developing new versions of the service with different features.
Given this talk, Bamoo seems to be trial and error and evaluating customer expectations of a shared service and wants to gain experience in this different business.
In addition to Bamoo, Audi has a similar sharing service called Audi Select. It is noteworthy that the German company has also decided to stop its service by the end of January. The Lord of the Rings launched the service in September 2018 in the Dallas-Fort Worth area of Texas, which met the same fate as Access by BMW and failed to achieve the necessary popularity. More interestingly, Mercedes-Benz, another German luxury brand, discontinued its own shared service last summer due to weak demand.
However, experts’ forecasts showed that there should be a high tendency among customers to temporarily use fast and expensive cars and the future of the automotive industry should go to shared cars, but now, following the outbreak of Corona, it seems The general public is less inclined to use impersonal cars.