BMW intends to expand its car-sharing program to up to 25 new cities to attract younger customers in the United States and Europe. BMW seeks to introduce the DriveNow short-term rental business in 10 locations in the US and 10-15 areas in Europe, divulged Peter Schwarzenbauer, board member responsible for the program.
"It's offers very good opportunities for us to attract new customers," Schwarzenbauer told Automotive News in an interview at the Geneva auto show.
DriveNow, which employs Mini vehicles and BMW 1-series compacts, currently has around 240,000 users. BMW operates DriveNow in collaboration with car-rental company Sixt SE in Berlin, Hamburg, Cologne, Munich, Dusseldorf and San Francisco.
BMW wants to use Drive to attract young consumers before they get older and influence them into considering purchasing a vehicle once they have families. DriveNow enables customers to rent vehicles by the minute and use the vehicles for point-to-point destinations.
They just have to leaving the vehicles parked on city streets when they're finished. Daimler offers similar program called Car2Go, offering Smart autos by the minute in several cities. [source: Bloomberg]