SEATTLE— Seattle commuters are embracing BMW's new premium car-sharing service, with more than 13,000 registering since its launch a month ago, BMW said.
The program kicked off here with 370 vehicles. BMW plans to add three more U.S. cities in 2016 and eventually expand to 10 North American cities.
"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 BMW's car-sharing business unit, in a statement.
BMW said thousands of Seattle residents have downloaded the ReachNow app.
The one-time registration fee is $39.
Members can request a specific vehicle to be delivered to their desired time and location.
The BMW program is part of a larger effort by automakers, including Ford and Daimler, to morph into mobility-services companies.
Edmunds says: Users should also think of BMW's car-sharing program as a chance to test-drive vehicles ahead of a visit to the BMW dealership.