BMW Strengthens Image as Mobility Company with One App that Combines Ride Hailing and Car Sharing

BMW has solidified its image as a mobility company after combining ride hailing and car sharing functions in one app. Motorists who use BMW’s ReachNow service in the United States can arrange both services without switching from one app to another.

With BMW’s ReachNow app, consumers now can opt to either drive or be driven based on their needs. They can also use the app to schedule a pickup in advance. BMW claims that it is the first company to offer both options within a single app. Users can even use the app to select the temperature setting and the radio station of their choice before their ride arrives. They can also opt for the “quiet time” feature.

The two facets of ReachNow’s app are Drive and Ride. Customers can use Drive to reserve one of ReachNow’s cars in advance for a particular time period. ReachNow has a fleet of vehicles comprising both BMW and Mini vehicles. Depending on how long they need the car for users can opt to pay by the minute, hour or day.

Ride functions like a typical ride hailing service along the lines of Uber and Careem. ReachNow will employ professional drivers so that customers have a “consistent, quality” experience. Users have the option to adjust the temperature setting and radio station based on their preferences well in advance. The “quiet time” feature informs drivers in advance when customers do not want to be bothered. Rides can be scheduled either spontaneously or up to a week in advance. Rides can be scheduled immediately or up to a week in advance.

The app can help you figure out whether you should use Drive or Share options by incorporating a destination bar that can be used for calculating the amount that would be charged and the time of arrival for both the Ride and Drive options. The app can also beam the destination right to a shared car’s navigation system, so drivers don’t have to bother with setting the nav system once they reserve a car.

BMW will roll out the new app on a limited basis first. Residents of Seattle will be the first to get access to both Ride and Drive. New members who would like to use the Ride component will not have to pay sign up fees. The pricing is quite straight forward for Ride with users being charged USD 2.40 per mile and an additional 40 cents per minute, with consumers having to pay a minimum total cost of, USD 3.24. There will be no surge in pricing during peak times.