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BMW program to compete with Uber and Lyft

November 16, 2016

BMW’s ReachNow division announced plans to launch an on-demand ride service on Dec. 8 in Seattle. The new services, called “ReachNow Ride” will rival human cloud firms Uber and Lyft and allow consumers to order a driver and car.

The Seattle program is an initial test. BMW had not responded as of press time to questions regarding whether the drivers would be independent contractors.

BMW is offering the services through its ReachNow app that presently provides a car-sharing services that allows people to use BMW and Mini cars that they drive themselves. The car-sharing service was already operating in Seattle and Portland with 32,000 members who have traveled more than 1.1 million miles. BMW also announced the car-sharing program is expanding to Brooklyn.