Starting today, about 1,000 employees who work in the building will be able to access an exclusive on-demand fleet of BMW 3 Series and MINI Clubman ReachNow vehicles, 24 hours a day, seven days a week. The service is designed to give employees more options for commuting.
This is BMW’s first swing at the Corporate Fleet model. It is also piloting a similar “Residential Fleet” service at a Manhattan apartment complex. Both fleets use the same pricing structure as a regular ReachNow ride: $0.41 per minute or new flat rates introduced last month (plus fees and taxes).
“Today’s 8th+Olive launch is a big step forward in our mission to deliver a complete ecosystem of mobility services for members,” ReachNow CEO Steve Banfield said in a statement. “ReachNow Fleet Solutions at 8th+Olive makes it possible for employees to move freely around Seattle throughout the day without having to use their personal car or paying for parking.”
Individual users are required to pay for using ReachNow vehicles, but a spokesperson told GeekWire that “in the future, we hope that employers will consider making access to our fleet a transportation benefit for employees.”
ReachNow launched in Seattle in April last year, competing with car-sharing services like Car2go, which just added new Mercedes Benz vehicles to its fleet. Users can reserve and pay for a ride with the ReachNow app, and park the vehicle in any city spot within the “Home Area.” There are now 700 ReachNow vehicles in Seattle, up from 370 at launch. ReachNow has expanded to Portland and Brooklyn.
The company also launched a pilot program for a ride-hailing service last year, setting it up to compete directly with Uber and Lyft. ReachNow passed 40,000 members in January, and could soon be a testing ground for BMW’s driverless cars.