BMW joins ride-booking trend

BLOOMBERG: BMW has plans to launch the first luxury ride-booking service, ReachNow, in Seattle.

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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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