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Quietly, BMW has pulled into fast growing car share game.
The luxury automaker has brought its DriveNow program to San Francisco, California with the service opening up for business at the end of June. While there have been programs around the country where you could rent a luxury car for a few hours or a day (and yes, Zipcar has luxury cars), BMW is the first luxury automaker to run its own car sharing operation here in the U.S.
Here’s how DriveNow works:
The fact that 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. Remember, the ActiveE is only available for lease here in the United States.
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