When BMW launched its subscription service in Nashville, Tennessee earlier this year, the entry-level Legend tier cost $2,000 per month.
A number of things have happened since then, but the biggest was the arrival of Mercedes’ subscription service which launched in the country music capital last month. Dubbed the Mercedes-Benz Collection, the service significantly undercut BMW as their Signature tier cost $1,095 per month and gave subscribers access to an assortment of different vehicles including the C-Class, CLA, GLC and SLC.
Automotive News reports BMW is firing back by cutting prices and launching a new entry-level tier. Called Icon, the tier costs $1,099 per month and will give subscribers access to models such as the i3, 330i, 330e and M240i Convertible. Subscribers can also choose between two crossovers including the X2 and X3.
Besides the new entry-level tier, BMW has reduced the price of the Legend tier from $2,000 a month to $1,399 a month. Despite the significant price cut, the model lineup remains unchanged as customers can choose from the M2 Coupe, 4-Series Coupe / Convertible, 5-Series Sedan and X5.
The change means the mid-level tier is more affordable than Mercedes’ Reserve tier which costs $1,595 per month. It remains unclear if the automaker will respond by cutting their own prices, but it’s a possibility.
Last but not least, the range-topping M tier has seen its prices slashed by over $1,000. It now costs $2,699 per month and gives users access to high-performance models such as the M4 Convertible, M5 Sedan and M6 Convertible. Other options include the X5 M and X6 M.