In its first month in existence, the BMW ReachNow car sharing program has surpassed 13,000 new members in the test market of Seattle, Wash.
The premise of the service is members can pay a rate and take out any of the vehicles available in the program. Once finished, a driver can leave the vehicle at any one of a number of stations. The company said it was planning to add a chauffeur-driven service, vehicle delivery valet service, short- and long-term rentals and other car-sharing programs in North America.
“The rapid adoption of ReachNow in Seattle is proof-positive of the demand for a premium car sharing alternative that provides an experience as convenient as owning a car,” said Marcus Krieg, Head of CarSharing Business Unit,BMW Group, in a statement.
BMW also announced the completion of its management team for ReachNow – which is also based in Seattle. Steve Banfield was named CEO of ReachNow. Banfield had worked for Inrix, a connected car service provider in Kirkland, Wash.
Sandra Phillips was named the chief customer officer of the group and will lead product development and the expansion of the ReachNow service into other markets in North America.
Finally, Jean-Francois (Jeff) Ganot is the new chief financial officer of ReachNow. He has been a member of the BMW Group’s strategic planning department as well as CFO of BMW Financial Services in France.