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BMW Group Launches car sharing service “ReachNow” in Seattle

Following a successful pilot program, BMW Group has launched ReachNow, a free-floating premium car sharing service, in Seattle. In addition to debuting the ReachNow car sharing service in Seattle, BMW Group Member of the Board Peter Schwarzenbauer also announced the establishment of ReachNow’s North American headquarters in the city and its plans to expand the service to three additional cities in 2016—with the intention of servicing 10 North American cities.

ReachNow is designed to provide drivers with an experience that is as convenient as owning a car. The user experience is premium, with fast registration and an almost instant approval process—in two minutes or less. The initial fleet of 370 vehicles, including the BMW i3, the BMW 3 Series and the MINI Cooper, will be located on the streets of Seattle for immediate use. The service will expand to include Seattle-Tacoma International Airport in the next quarter.

We are currently witnessing an extremely exciting period in the development of the automotive industry. 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. With this service, we are building up on Drive Now, our extremely successful European business model, and bringing it up to a new level in the US. Seattle is an innovative, internationally-oriented city which makes it the perfect location to launch these services.

—Peter Schwarzenbauer, member of the Board of Management of BMW AG

ReachNow selected Seattle as the pilot market for its interest in welcoming greener mobility services that make life easier for its residents. Additionally, Seattle was recently ranked the third most electric vehicle-friendly city in the US by ChargePoint, the largest electric vehicle charging network.

After downloading and registering on the ReachNow app, available in the App Store and on Google Play, members can locate and book the closest available car in the ReachNow app or find a ReachNow car on the street. Members can then return the car to any legal parking space on the street, including for free at meters and within residential permit zones in the Home Area.

Throughout 2016, ReachNow will offer enhanced mobility services, available in the US for the first time, including:

  • Delivery service for car sharing vehicles. For members seeking an extra level of convenience, they can request a specific vehicle to be delivered to their desired time and location. This not only increases ease of use, but will ensure that a specific vehicle is available.

  • Vehicles on-hand at the airport. Within the second quarter of 2016, ReachNow vehicles will be available at the Seattle-Tacoma International Airport.

  • Car sharing for longer rentals. Merging the concept of conventional car rental services with car sharing, members will instantly and easily be able to extend the length of time with their vehicle through the ReachNow app.

  • Car sharing for residential and corporate groups. ReachNow will offer an unparalleled level of convenience for companies and groups as well with the option for advance, exclusive onsite access to a full fleet of premium vehicles for employees or at residential complexes that can remain onsite.

  • Renting your own vehicle via ReachNow. ReachNow will offer a convenient booking platform that enables car owners to rent out their personal MINI vehicles to ReachNow when they don’t need access to it, thus helping to offset the cost of car ownership.

  • Chauffeur service – book a car with a driver. ReachNow will offer an option to book a car with a chauffeur for those not wishing to get behind the steering wheel.

ReachNow is another example of the growing importance of mobility services within the BMW Group and the company’s Strategy Number ONE NEXT, which is aimed at shaping the future of individual premium mobility through an innovative and diverse range of products, including car sharing.

ReachNow has selected RideCell, the leading provider of software for mobility-as-a-service, as its technology partner. RideCell’s mobility software platform enables ReachNow to launch and rapidly scale new mobility services, optimizing for demand, supply and pricing. BMW i Ventures y a strategic investment in RideCell. (Earlier post.)

ReachNow rates. All ReachNow vehicles are charged at a rate of $0.49 (cents) for each minute the vehicle is used, and $0.30 (cents) per minute while parked. The one-time lifetime registration fee is $39. For a limited time as part of an introductory offer, ReachNow will charge just $0.41 (cents) for each minute the vehicle is used and registration is completely free of charge. All prices are inclusive of insurance, fuel, and parking at public meters on the street within the designated areas (Home Area) plus taxes and fees. ReachNow automatically caps pricing at three different tiers: $50 for up to 3 hours, $80 for up to 12 hours, and $110 for up to 24 hours.

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