IN THIS WACKY new world of bike shares, electric scooters, OneWheels, and transit apps, automotive companies aren’t quite famous for their inspired, innovative business moves. But today, BMW is sending up the industry’s latest trial balloon. And it’s headed straight for airspace currently occupied by Uber and Lyft.
Starting today, the automaker’s ReachNow arm, which offers a car-sharing service in a handful of cities across the US, also has a ride-hailing service. If you happen to live in Seattle, you and your loved ones can still rent from a roving fleet of hundreds of BMW (including the electric i3) and MINI cars, scattered throughout the city.