Guessing the UK equivalent of this - http://www.bmw.com/com/en/insights/technology/connecteddrive/2013/services_apps/online_entertainment.html
Allows you to stream from a very small subset of providers via built-in 3/4G looks to be on Rara and Napster only, and if the press release below is to believed you get a year free from which every provider you choose.
https://www.press.bmwgroup.com/global/pressDetail.html?title=bmw-connecteddrive-expands-its-offer-napster-now-available-as-a-new-music-service-via-online&outputChannelId=6&id=T0164952EN&left_menu_item=node__5238
