BMW has begun a pilot test to see how renting their full line of BMW cars by the hour will do. Just like those sketchy motels in Reno, rooms by the hour.
Most cars spend 90% of their time parked and sitting idle. BMW wants to try and cash in on the car rental, by the hour, business by offering their entire model range of premium cars from the 7 Series all the way down to the 1 Series.
The first pilot of the "BMW on Demand" project will be launching in Munich and will expand from there. You will be able to rent the BMW online, over the phone, or in person. The hourly rates depend on the model of the car.