Pursuits
BMW Challenges Uber in U.S. With Its Own Ride-Booking Service
- Car sharing to expand with long-term rent, vehicle delivery
- Broader offering starts in Seattle, more U.S. cities to come
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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.