A subscription is only worthwhile if it reduces the up front purchase price. This being BMW, you know that won’t be the case; you’ll be stuck paying full price

A subscription is only worthwhile if it reduces the up front purchase price. This being BMW, you know that won’t be the case; you’ll be stuck paying full price for the car and paying a monthly fee for a feature that comes standard on much cheaper cars. Consumers would be more willing to accept that from a budget brand, not a luxury brand.