Luxury automaker BMW has expanded its mobility offerings with a premium rideshare option that gives Seattle residents an elegant alternative to driving themselves.
BMW’s mobility service, ReachNow, which operates in Brooklyn, Portland and Seattle, previously allowed users to rent vehicles for events or leisure drives. The ReachNow mobile app now includes a Ride feature in Seattle that pairs car rentals with professional drivers, making BMW one of the first companies in the vehicle-sharing sector to provide both self-drive rentals and chauffeur-driven rides within a single platform.
Using the ReachNow app, customers can access the Ride function to request an immediate pickup or to schedule a trip up to seven days in advance. Rides are conducted in BMW or Mini vehicles driven by professional drivers. Passengers can opt for a “quiet time” preference, signaling the driver that they prefer minimal conversation during the journey.
Pricing for ReachNow rides in Seattle is based on distance and time: $2.40 per mile plus $0.40 per minute, with a minimum fare of $3.24. New users are also charged a one-time sign-up fee of $15.
This service targets riders seeking a more upscale, controlled travel experience—combining the convenience of on-demand rides with the comfort and refinement associated with premium vehicles.