BMW ReachNow Turns To A Full-Fledged Mobility Program

Nov 17, 2016 07:33 AM EST | Rowland Eturma


BMW just announced that its car-sharing service "ReachNow" is expanding to the East Coast starting in Brooklyn. Since Its initial opening in Portland and Seattle in April and August, an addition of an initial 250-car fleet will be available in Brooklyn, New York which will include the BMW 3 Series and the Mini Clubman.

BMW ReachNow fleet can be parked in metered spaces but will currently be available only to residents of specific apartments. Brooklyn areas of Greenpoint and Williamsburg, Sunset Park, Borough Park, Crown Heights, Bedford-Stuyvesant, and Bushwick are the initial places named, according to The Verge.

"ReachNow" currently has 32,000 members and new users will have to download the app. A limited-time one-off registration fee of $39 is required and new "ReachNow" users will be charged a rate of 41 cents instead of the usual 49 cents per minute and 30 cents per minute when parking. Members will also have the option of ReachNow Ride. Like Lyft and Uber, it's a ride-hailing program where you can have a driver drive you to your destination and set personal preferences like adjusting the climate control, listening to a radio station or even requesting silence for the duration of the ride.

The "ReachNow" program and its subsequent expansion capitalize on the declining trend of private car ownership and a rising demand for convenient services. In most cases, drivers have a hard time finding a parking space and time-saving elements are crucial when you're in a hurry for a meeting or an appointment.

ReachNow's initial offering will also have other pilot programs like Reserve, where you can have a particular model delivered to you on a long rental basis, and Share, where you can rent your own Mini for a minimum of two days and have an alternative model besides your own personal car.

With these offerings, "ReachNow" CEO Richard Banfield said it may expand to other models in the future once the project proves to be successful.

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