BMW will launch BMW On Demand USA, a pilot rental program that allows drivers in New York, New Jersey and Connecticut to reserve a BMW 328i, on August 13, according to the program's sign-up site located here. 

There will be 100 BMW 328i sedans in the fleet which can be reserved from 12 dealerships across the three states. Drivers can choose to rent a vehicle by the hour, day or week.

The hourly rate is $35 and if the car is returned by 6 p.m. the daily total is $140. The overnight rate is $210 and the weekend deal allows a Friday afternoon pickup and 9 a.m. Monday drop-off for $350.

The rental price also includes full insurance covering liability and bodily injury.

BMW is offering the first 100 people who sign up for updates about the program on the BMW website a special code by e-mail for a rebate of one-third off the standard weekend rental rate of $350, a savings of $117.

More states and vehicle models may be added depending on the outcome of the pilot program given a 90 to 120 day trial run.