(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."
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