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The BMW’s DriveNow mobility project, known as ReachNow in the U.S., has already started bringing profit. It was quickly embraced in the U.S. and Europe.
The BMW head of sales and marketing, Ian Robertson, said:
We’re in 12 cities around the world now. The program is profitable, and the market is developing well. The utilization is two, three, four hours a day — so that’s about four times what the average is. Congestion isn’t really going to stop anytime soon. If you are Beijing or Shanghai, you can only build so many orbital roads. They have six or seven. You have a situation in the urban environment where the utilization of the vehicle is going to move into a different arena.
The predictions say that fewer and fewer people will lease and buy cars in the future. They will rather opt for renting them, which is both cost-effective and eco-friendly.
While some say that BMW’s move to start renting their cars is dumb as they are basically telling the customers not to buy, they are actually playing this really smart. They have seen a trend which will emerge in the close future and decided to be one step ahead of both the competition and customer’s needs.
