For the last six months, BMW’s car-sharing service ReachNow has been testing out a new service called Ride that will compete with Uber and Lyft by letting customers hail rides within the existing ReachNow app.
The tests are progressing, and the company will soon move into the beta phase, according to an update sent out to pilot participants. ReachNow is still tinkering with numerous aspects of the service, including prices. In its announcement, the company said it is raising prices.
A line at the bottom of the update lists the prices as such: “Pricing is based on three elements: a per trip base fare of $1.00, a per minute rate of $0.30 and per mile rate of $1.80. Plus applicable fees of $1.24.” ReachNow is still testing its pricing, so this could also change.
A quick comparison shows that Ride’s prices are marginally higher than Uber and Lyft — both of which charge a base fare of $1.35, a per minute rate of $0.24, a per mile rate of $1.35 in Seattle and $1.65 booking fee — but with that slight premium comes perks. Ride won’t have surge pricing and gives people the ability to customize their rides. Riders can set the temperature in the car, as well as the radio station and even check a “do not disturb” status if they want to be left alone during the ride.
Ride riders will also be able to roll in style. All rides will be in a BMW X1 or BMW 3 Series versus the personal cars driven by Uber and Lyft drivers.
Ride will operate under the same regulatory framework that all Transportation Network Companies — TNCs — like Uber and Lyft must follow. That means each car and driver must have a permit from the city. ReachNow CEO Steve Banfield previously said his company will institute its own “strict vetting process” for prospective drivers.
Those interested in being part of the Ride pilot program can sign up here.
