BMW Launches Car Sharing in Seattle — an Uber Battle Ahead?

BMW Group has announced the launch of ReachNow, a free-floating premium car sharing service in Seattle.

That makes one wonder whether there is an “Uber” battle ahead.

In fact, you could even imagine a scenario in which Uber and BMW might battle over the same customer. And get this: By some accounts Uber was recently valued in excess of $62 billion in contrast to BMW’s equity, in the range of $58 billion.

So, much is at play here. In addition to debuting the ReachNow, BMW also announced the establishment of ReachNow’s North American headquarters in Seattleand.  What’s more,  it intends to expand the service to three additional cities in 2016 – with the intention of servicing 10 North American cities.

Here’s the plan: 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 – a first for any car sharing service. 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.

Peter Schwarzenbauer, member of the Board of Management of BMW AG noted,  “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.”

“Seattle residents are demanding more transportation options, and car sharing is a convenient way to avoid the expense of owning your own vehicle,” said Mayor Ed Murray. “BMW’s car sharing service also complements our strategy to promote the use of electric vehicles across the city. As we grow our transit networks, we look forward to expanding car sharing as another great option to get around Seattle.”

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 U.S. 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.

Within the second quarter of 2016, ReachNow vehicles will be available at the Seattle-Tacoma International Airport.

Category: General Update