At this stage it's simply a pilot program and only in Munich, Germany, though plans call for an expansion to other locales after the 12-month program runs its course.

Still, the entire fleet is on tap for online, telephone or in-person booking. Yes, you can sprint away in an M5. Yes, you can roll up to your potential in-laws' house in a 7-Series. Either one of those marquee vehicles will run you about $44.60 per hour, including insurance, cleaning and servicing. Prices varying by vehicle, a 1-Series would run you only about half that cost. Renting the vehicles will be fairly simple, according to Gizmag:
"The desired BMW model can be booked in the color and with the equipment the driver prefers, and dedicated staff will be available at a separate 'BMW on Demand' counter in participating dealerships. Renting will be available three ways -- online, telephone or in person -- and the hourly rate will vary depending on the model and the time of day."