BMW. The Ultimate Hourly Driving Machine

BMW has announced that it will start renting its entire model line up, including M series cars, by the hour from its BMW Welt location in Munich. This is seminal, and entirely consistent with BMW’s mission of providing its customers mobility rather than delivering them an automotive product. Kudos to BMW. The story is here:

http://www.fastcompany.com/1697737/bmw-on-demand-zipcar-for-the-luxury-set