It's hard for us here at Fields BMW Lakeland to estimate the number of times that we've had a conversation with someone that went essentially like this:

Them: "Oh wow, you work at a BMW dealership?  I love BMW's cars, but I just could never afford one."
Us: "Yeah, that's unfortunate."

And it really is.  If it was up to us and money weren't a consideration, we'd get everybody in the world into a BMW vehicle.  The reality is that not all consumers can afford any new vehicle, let alone a great luxury vehicle like a BMW.  But there is a way to meet in the middle.  Imagine the conversation continuing on like this:

Them: "Can I just pay you an appropriate amount of money to borrow this one for a few days?"
Us: "What a great idea!"

And it really is, which is probably why BMW is introducing a program called BMW On Demand in the U.S. soon, allowing customers to rent a BMW 328i for either an hour, a day, or a weekend whenever they feel like it. 

Like in the rest of the world, in Tampa the BMW 328i is easily among our best-selling models, so that's an obvious place to start.  However, the BMW On Demand program will only be offered in New York, but new models and new locations could spread across the country if things go as well as we hope.

In the meantime, we'll keep having that same old conversation with BMW fans and wait patiently for the day when their dreams can come true-at least for an hour, or a day, or a weekend.