The future is Reach(Now)
Seattle drivers now have another tool in their transportation arsenal, with the launch of a new free-floating car-share service designed to compete with the likes of Car2Go and ZipCar while offering expanded services.
BMW Group officials announced Seattle would be both the first service city and North American headquarters for ReachNow during an event on Friday, April 8, at Pike Motorworks in Capitol Hill, where a BMW showroom had once been.
While the car-share model itself is similar to that of competitors — a registration fee and per-mile rate — other elements offered by the new company are what officials are hoping will set it apart from the others.
That includes a delivery service for those who want a car dropped off at their location and a chauffeur service for those who don’t want to drive altogether.
Peter Schwarzenbauer, BMW group member of the management board, also noted that BMW and MINI owners in the Seattle area would soon be able to add their car to the fleet, allowing them to, in effect, rent out their vehicle while on a vacation or business trip. The financial details of that arrangement are still being determined.
Car-sharing options for residential and corporate groups will also be rolled out in the coming months.
“We think this is the only holistic and comprehensive way of offering mobility on demand and not so one-dimensional, like the one-or-the-other offer we see on the market,” Schwarzenbauer said.
‘A starting point’
The ease of registration was also stressed as a key difference, with approval for most members within two minutes through the service’s mobile app. That app uses facial recognition software to provide instant identity verification.
While the coverage area for service encompasses most of the city — similar to that of Car2Go — some Seattle neighborhoods have been left off the map for now.
The “home area” — where cars must be dropped off on city streets after use — stretches from North 105th Street and Northgate Way to South Lander Street, and from 15th Avenue West to Lake Washington. That means West Seattle, Magnolia and Columbia City, among others, are not currently included.
“This is a starting point,” said Sandra Phillips, ReachNow’s chief customer officer. “It’s a fine balance between having enough vehicles in the home area, so everybody can easily access it, and the size of the home area itself.”
In the coming months, service will also expand to include Sea-Tac International Airport.
Lifetime registration for the service is $39, while vehicles are charged 49 cents per minute while being used and 39 cents per minute parked. However, the program is currently offering free registration and a discounted rate of 41 cents per minute for vehicle use for an introductory period.
Rates are capped at $50 for three hours, $80 for 12 hours and $110 for 24 hours. Prices include insurance, fuel and parking at public meters within the home area. Reservations can be made up to 30 minutes in advance.
The company plans to expand service to three additional cities by the end of the year, with the intention of eventually serving 10 locations across North America.
The launch of ReachNow comes six months after BMW ended operation of its similar DriveNow program in San Francisco, citing irreconcilable differences with the city on parking regulations. DriveNow operates in nine European cities and has seen customers drive more 100 million miles since 2011, according to Schwarzenbauer.
‘The right decision’
Among those on hand for the announcement were Seattle City Councilmember Mike O’Brien and Deputy Mayor Kate Joncas.
O’Brien said the increased competition in price, service and technology will be beneficial for consumers: “I biked here today, and I use transit a lot, but there’s no doubt that there are days or times when a car is convenient. We own one car in our family, but I don’t have it with me, and if I need to run somewhere, it’s great.”
Joncas said the city has a long history of being on the forefront for car-sharing and that providing connected, affordable, sustainable transit is “what we’re all about. We’re going to do everything possible to make sure that you always think this was the right decision.”
For more information, visit www.reachnow.com.
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