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BMW Group introduced ReachNow, a new free-floating car-sharing service, in Seattle, WA on Friday, April 8, 2016. The new premium service features a near-instant registration process and a fleet of 370 vehicles including the BMW i3, BMW 3 Series and MINI vehicles staged on the streets of Seattle. (Photo: BMW)

(Bloomberg) – BMW plans to offer a ride-booking service in Seattle and then other U.S. cities, becoming the first luxury-car maker to go toe to toe with Uber Technologies Inc.

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