The Ultimate Hipster Machine: BMW Expands Its Car-Sharing Service to Brooklyn
For decades, BMW has marketed its vehicles as the ultimate driving machines. With its fledgling car-sharing business ReachNow, BMW is not shifting that focus so much as suggesting that its machines can be enjoyed by more than one driver apiece.
Car enthusiasts may grimace, but ReachNow started up this spring in Seattle and added Portland, Oregon, in September. This week, BMW announced that it has started service in Brooklyn.
?It?s a great, dynamic city, and it has its own unique set of travel challenges,? ReachNow CEO Steve Banfield said. ?We?ve always wanted to be a North American service, and planting a flag on the East Coast really sends a message that we?re not just a regional service.?
Seven months into its existence, the company says it has more than 32,000 members who have collectively put approximately 1.2 million miles on the 1030 cars in the ReachNow car-sharing fleet.
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?The [price premium] for a 328 is six cents per minute. You?ve got to be really hyper-cost-conscious to say, ?I?d rather not drive the 328.? I think that?s pretty compelling.?
? Steve Banfield, ReachNow
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Soon, those cars may be used for a slew of new services. As part of its expansion, the vehicles will be also available in an on-demand ride service that comes with a driver, or as part of a fleet-solutions service in which some cars will be based at residential properties, or as part of a new pilot program that allows users to rent one for two to five days. In Seattle, BMW will start a te...
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