BMW's car-sharing service, ReachNow, got off to a hell of a start last month, picking up some 13,000 subscribers in the Seattle area. Now, I've learned that it's doing so well that it's expanding its reach once again, and throwing some more cars into the mix.
To swallow up as many potential users as possible, ReachNow is extending its Home Area (where you can start and stop car-sharing) to Southeast Seattle, West Seattle and Magnolia. It includes neighborhoods such as Mt. Baker, Beacon Hill, North Admiral and the Junction. It covers about 75 percent of Seattleites now. Of course, you can always drive the car outside this area, but you can't initiate or finish a drive outside of those boundaries.
To meet customer demand, BMW has also infused its ReachNow fleet with 150 additional examples of the. While it's still a small car, it has a versatile rear hatch and a few luxury trimmings, which should make car-free hipsters feel a bit more special on that run to Ikea.