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This is an interesting element of the transition towards a "sharing economy".
From my perspective, much of the argument behind luxury cars is the "status" they imbue.* Sure, some of that is the perception others have of you now that you have your fancy new BMW, but a lot of it is the feeling consumers get from the product themselves, no?
So, as luxury sharing products propagate, how will that impact the role these luxury products have in our lives? Outside of having to go to prom or something, why might someone pick up a BMW through car sharing instead of a comparable, cheaper service? Do you still get that "status" from _sharing_ a BMW?
*FWIW, I don't consider myself a big purchaser of luxury products... so maybe this whole thesis is flawed.
@ryanjamurphy Yes I think the status *can* come from driving it regardless of sharing or owning. It's a all bout consuming experiences.
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@ryanjamurphy have you considered the pleasure of driving a BMW (in this case, it's the lower end BMW, focussed on a younger generation of buyers, and a smarter one with the I3) - instead of a smart or smaller?
Status has something to do with it, but the sheer ubiquity of Drivenow in Berlin makes that argument nonexistent in my opinion.
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Why would they rename it Reach now? If an european user comes to states for a visit, would make sense to have this brand unified across regions?
Interesting why they called it "ReachNow". BMW and BMWi are struggling to compete with Tesla. Drive/ReachNow is an amazing service but it still takes 30+ seconds from opening the vehicle to starting the engine VS car2go takes just <10 seconds. #firstworldproblems
@mfts0 Working on it! Fundamentally boils down to how deeply you want to integrate the in-car hardware and how it is architected, but this is on our radar as a friction point for users.
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@mfts0 I beta tested for this program and that was one of my first observations. Getting a card greatly decreases the time it takes to unlock / lock the cars. Do wish unlocking from the app was faster, though.
@aarjav I cannot speak for ReachNow, it's just something I found out using DriveNow in Germany. Do you also power DriveNow other locations with RideCell? Fantastic job on your company by the way!
I cannot wait to try this when I'm back in Seattle next week. I'm a huge fan of Car2Go, but there are times when a Smart Car is just too small. And while I like Zipcar, I hate having to return it to the place I started.
Very interesting: DriveNow didn't work in the US and was shut down end of 2015. This is their second try. http://beta.fortune.com/2016/04/...
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This seems very expensive at $25-30 per hour, although the 1-way is a good option. I use car sharing (Enterprise Car Club) in the UK where we pay the equivalent of $7-$10 per hour plus a small fee per mile travelled to cover gas. 24 hrs for a hybrid car is from about $40.
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