BMW has launched a new car-sharing service in Seattle called, “ReachNow”, similar to its European service, “DriveNow”.
With this service, US customers will be able to choose from a range of services from bespoke individual mobility.
ReachNow service will initially include a fleet of 370 BMW and MINI vehicles and about 20% of the entire fleet consists of BMW i3 electric vehicles.
BMW says that it will expand this service to other US cities as well in the coming months.
IT and technical platform for this service will be taken care of by RideCell, which has partnered with BMW in BMW i Ventures in the past.
The German luxury auto-maker, this move is in line with its future strategy, announced recently by BMW management board chairman Harald Krüger recently.
The plan is to develop individual-oriented mobility services in the years to come.
BMW board member in-charge of mobility services Peter Schwarzenbauer said: "Our customers rightly expect uncomplicated and fast solutions to their individual mobility needs, especially in metropolitan regions.
"This is why we are supplementing our classic business model with additional services that make life on the road easier for people in big cities.
"I am pleased that with the establishment of the ReachNow brand, we are able to offer our customers in Seattle "on-demand mobility" - mobility when it's needed, from one single source."
The services can be accessed through a smartphone based app and registration will take just few minutes.
It will include delivery services for those customers who want to transport luggage or live in areas with less parking spaces.
The service will also merge car-sharing and car-rental services. Customers can instantly turn their sharing-car into a rental car without the need for going through any hassles at a rental station.
The car-sharing service will also include a closed group option through which employees of one company or residents living in one apartment building can have a dedicated car for their daily commute.
Apart from these services, customers can let out their own car for this service. A car owner can limit the use of his car to his social media contacts.
Image: BMW's fleet of ReachNow cars. Photo: Courtesy of BMW.
