Music streaming service MOG will be available in 2011 model BMW and Mini vehicles, the company announced Tuesday, making it the first to launch on-demand music integration into cars.

Available in any 2011 BMW or Mini equipped with the BMW Apps or Mini Connected options, respectively, the integration will allow MOG subscribers to control music selections though the car’s in-dash entertainment system. To connect, MOG users must subscribe to the $9.99 monthly tier and have the appropriate smartphone app.

“People listen to music more while driving than anywhere else, so it was critical for us to offer MOG in the car,” said MOG senior VP of business development Drew Denbo in a statement.

Indeed, in-dash integration in cars has long been a target for Internet radio provider Pandora, which has been pursuing partnerships with auto manufacturers for several years. With on-demand services proving an increasingly competitive arena, MOG’s early advantage here could prove to be significant.