BMW has launched a car sharing service, called ReachNow, the newest in a growing list of car sharing companies designed to appeal to millenials, who seem to be less interested in owning a car than other demographic groups.
Car2Go, was launched by Mercedes-Benz parent Daimler using its smartcar brand vehicles a decade ago, and Nissan partnered with Enterprise last year to launch CarShare, a branch of the rental car company. And, of course, there’s Zipcar, along with some local car sharing companies.
BMW ReachNow launched in Seattle last month with 370 vehicles. In the first month of service, more than 13,000 registered users shared enough rides to drive the equivalent of nearly four trips around the planet. BMW is using fuel efficient 3 Series, i3 electric and MINI vehicles out on the road.
“The rapid adoption of ReachNow in Seattle is proof-positive of the demand for a premium car sharing alternative that provides an experience as convenient as owning a car,” Marcus Krieg, Head of BMW’s CarSharing Business Unit, tells us.
BMW world headquarters are in Munich, Germany. US headquarters are in Woodcliff Lake, New Jersey, and there’s a US factory in Spartanburg, South Carolina, where BMW X models are manufactured for export worldwide to more than 100 countries. ReachNow headquarters are in Seattle.
Based on its early success in Seattle, you can expect ReachNow carcar sharing to expand to other cities, but which ones and when BMW isn’t saying. The program launched in London in 2014, under the name DriveNow.
Car2Go, the Daimler/Mercedes-Benz car sharing program, launched in Germany nearly a decade ago, is more than one dozen US cities, including New York City, Austin and San Diego, with a mix of gas and electric smartcar vehicles.
Enterprise CarShare has partnered with Nissan to share its vehicles in 35 US cities, including Boston, Chicago, Philadelphia, New York City, Toronto and Washington, D.C., and on 90 university campuses, for about $5 per hour.
Auto manufacturers are betting big on car sharing, as millennials seem to prefer sharing to owning.
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