Brooklyn was too rough for BMW and they have decided pull their free-floating car rental program ReachNow from the New York City borough. "Despite great interest and support from the community in Brooklyn, we've decided to pivot our business model to focus exclusively on our residential fleet services in New York and end support for our free-floating carsharing service in Brooklyn," in a statement announced on its website. However, this will only affect Brooklyn and not Manhattan.
ReachNow allows their users to rent a range of BMW and Mini Cooper cars parked around the city. It first launched in Brooklyn towards the end of 2016. The service went offline almost immediately due to series of factors including "unprecedented delays in vehicle maintenance." And after a few fixes, it relaunched in January 2017 but it seems various problems continue to plague the program in Brooklyn. "This decision was made after careful consideration of our ability to deliver the best service possible to our members. The challenging operating environment in Brooklyn - including high damage to vehicles and maintenance costs - means that it's not practical to offer free-floating car sharing at this time," CEO Steve Banfield wrote in an email to users. He adds that since users were promised a lifetime membership to the service when they signed up, they can still use the service if they ever visit other locations ReachNow currently operates in which includes Portland, Oregon or Seattle.
The last day of service in Brooklyn will be June 5th, 2018. ReachNow has operated in Portland for two years already and unlike Brooklyn, its growth has allowed the company to partner with Intel to permanently bring its free-floating platform to the company's four main campuses in Hillsboro. Intel's 20,000 employees will have access to the shared fleet of BMW and Mini Cooper vehicles at the entrance to each of the campuses. "Solving transportation issues take both the public and private sector working together," Don Odoermott, City of Hillsboro transportation planning engineer, said in a statement. "When Hillsboro employers provide transportation options for employees, our entire community benefits."