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Launching ReachNow – BMW’s Mobility Suite in the United States

Nov 12, 2016

The Challenge

BMW wanted to launch a carsharing service in North America that is similar to their European service, called DriveNow. The service needed to compete with other transportation options such as car2go, Uber or Lyft, all already offered in the United States. This meant BMW wanted to add a ridehailing component to the carsharing service. In addition to that, BMW had set extremely aggressive timelines and wanted to launch in 3 different markets within less than 12 months.

Action

  • Workshop series based on Playbook to train new Executive & Management Team (no prior shared mobility experience)
  • Product strategy and design for a multi-product platform combining for the first time carsharing with ridehailing
  • Implemented internal testing team to ensure that quality released to market was en par with competition
  • Developed and executed on go-to-market strategy for multi-city and multi-product offering
  • Supported internal teams in planning for member and utilization growths

Results

  • Seamless registration process resulted in more than 7,000 member registrations on day of launch.
  • First ever carsharing/ride-hailing platform pilot launch in January 2017. The design work for this platform started in July 2016, so within less than 6 months the new service was launched.
  • Successfully launched Portland 4 months after the launch in Seattle. This meant the software platform had to get ready for a multi-city offering within 4 months.

 

 

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