(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.
ReachNow's chauffeur service will allow users to book drivers after a night out to ferry them home in a BMW car-sharing vehicle, the company said Friday. It's the German luxury-car maker's first expansion into broader mobility services with its car-sharing network of vehicles that can be booked via an app and picked up a short walk away.
The services are set to "make life on the road easier for people in big cities," Peter Schwarzenbauer, who heads BMW AG's Mini, Rolls-Royce and motorcycle brands as well as overseeing car sharing, said in the statement. ReachNow is about offering "mobility when it's needed, from one single source."
Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader
Your access to unlimited PropertyCasualty360 content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- All PropertyCasualty360.com news coverage, best practices, and in-depth analysis.
- Educational webcasts, resources from industry leaders, and informative newsletters.
- Other award-winning websites including BenefitsPRO.com and ThinkAdvisor.com.
Already have an account? Sign In
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
