In a move with major ramifications for the global automotive industry, BMW has begun a pilot scheme renting its vehicles on an hourly basis over the internet. Research shows the average car is parked more than 90% of the time, indicating a terrible waste of our personal resources to buy and maintain such an underutilized capital investment. So BMW’s decision to begin renting its entire model range of premium segment cars (e.g. M and 7 series at EUR32 - US$ 44.60 per hour including insurance, cleaning and servicing through to 1 Series cars at half that rate) could accelerate big changes in the way we access and pay for our personal mobility. The 12 month 'BMW on Demand' pilot project will begin from BMW Welt Munich, with a second phase seeing the scheme extended to other locations.
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