German car manufacturer BMW Group on Tuesday announced the launch of a new ride-hailing service, with a pilot program slated to begin in Seattle next month.
BMW’s ReachNow Ride service will allow customers to request a pickup from a BMW or Mini automobile through an app at any time. Unlike Uber Technologies Inc. and Lyft Inc., the drivers will operate ReachNow-owned cars instead of their own vehicles.
ReachNow CEO Steve Banfield told the Seattle Times that drivers will work in shifts, whereas Lyft and Uber drivers work when and where they want. Customers will be able to schedule one-time or recurring pickups and customize their vehicle’s temperature and music preferences.