Who says the car share biz is for younger drivers who want a cheap car to drive for a couple hours? Not BMW.

The German automaker has become the first luxury brand to jump into the car share game here in the U.S.

Its DriveNow program has officially launched in San Francisco where board member Ian Robertson believes those living in the city by the bay will embrace having a luxury car ready to rent. (Related Link: BMW Gets Into the Car Share Game .)

“We launched the program a few weeks ago and it’s already picking up a lot of interested parties,” said Ian Robertson, a BMW board member.

Here’s how DriveNow works:

The fact BMW chose San Francisco and the ActiveE for daily rental is a smart strategic move. The city has proven to be one of the most enthusiastic markets for car sharing. It’s also an area that embraces electric cars, so offering the ActiveE for daily rental is a smart way to get exposure for the car.

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