BMW along with car sharing company Sixt SE has launched its car sharing service in London.
The service will initially offer 210 units of BMW 1 Series and MINI Countryman models, and the German car maker is planning to add 30 BMW i3 electric vehicles to the fleet service in 2015.
The service will be provided to users who pay a one-off registration fee to locate the nearest car via a mobile phone app or card, reported Reuters.
Initially, the service will cover 25 square miles within Islington, Haringey and Hackney, but BMW is planning to extend the service to other places.
Users will have to pay an hourly rate of £20, which according to BMW helps customers saves 3.40 per 60-minute hire.
Various packages will be offered to customers, including £35 for three hours which will include 40 free miles and £120 for 24 hours which will include 125 free miles.
BMW Board of Management member Peter Schwarzenbauer said: "DriveNow is already an international success, with more than 360,000 regular customers in Europe and America and we are delighted now to launch it in London, Europe's largest city.
"DriveNow gives Londoners instant access to highly desirable cars, perfect for the city, in an innovative and entirely flexible way.
"This program is part of BMW Group's strategic response to the growth in urban living and shared ownership. Our aim is to expand it into about 15 more cities in Europe and about 10 in North America in the future."
DriveNow is already available in some German cities, Vienna and in San Francisco.
Image: BMW 1 Series.
