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BMW Mobility App Adds Ride-Hailing Service
BMW AG is adding a ride-hailing feature to its ReachNow car-sharing app in select U.S. cities, starting this week with a pilot program in Seattle.
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BMW AG is adding a ride-hailing feature to its ReachNow car-sharing app in select U.S. cities, starting this week with a pilot program in Seattle.
Launched seven years ago, ReachNow (known as DriveNow in other markets) allows users to rent BMW and Mini cars and crossover vehicles by the hour or day. The new service will include a professional driver for individual trips.
The new ride-hailing program competes against Uber and Lyft’s premium services. Pricing starts at a $3.24, plus $2.40 for every mile and $0.40 for every minute. There is no surge pricing for high demand times.
Trips can be booked at the last minute or scheduled for as much as seven days in advance via a smartphone app. Users also can customize rides by requesting pre-set vehicle temperatures, music preferences and whether or not they want to converse with the driver.
The drivers are employed by third-party transportation companies.
In March, BMW and Daimler announced plans to merge their various mobility services, including ReachNow. BMW bought out its previous partner, Sixt AG, in January in preparation for the partnership with Daimler.
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