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BMW ReachNow just became a full-fledged mobility services program

Since officially opening its doors with 370 cars in Seattle in April, BMW's ReachNow has made little expansions. It stared operations in Portland and grew to 760 cars. Today, it also announced that Brooklyn would join the list, and that the number of available cars to share would climb to 1,030. But the big news is that the scope of ReachNow's efforts has just grown tremendously. Instead of just the original, short-term car rental option ReachNow will now be able to do all sorts of things. These include: ReachNow Ride: Similar to Lyft and Uber, this is a ride-hailing program where someone drives you to your destination. You can request a driver and set personal experience options, like setting a radio station or requesting silence for the ride. A pilot program will start in Seattle. ReachNow Fleet Solutions: BMW's version of Zipcar, but only for residents of specific apartment buildings. This is a station-based, dedicated car sharing plan and the first pilot will be in Manhattan, starting in a few weeks. It will be based at The Solaire in lower Manhattan and will use plug-in i3s exclusively. ReachNow Reserve: Remember good, old-fashioned rental cars? This is like that, but a bit fancier. BMW's longer-term rental service will let you schedule a particular model, which will then be delivered to you. You can keep it as long as you like, but we assume that if you're thinking of not giving it back for a few months, you're doing it wrong. ReachNow Share: BMW saw what Turo (nee Relay Rides) was doing and figured it was a good idea. With this program, you will be able to rent out your own 2016 or 2017 Mini for a minimum of two days, making you a bit of cash from your car when you're not using it. This rolls out in December in Seattle, and ReachNow CEO Steve Banfield said that it may expand to other models in the future. At #AutoMobilityLA, @turo says it has 2 million activated users and 120,000 listed vehicles. Claims the average monthly earning is $536* pic.twitter.com/gWHdrvPRWV — AutoblogGreen (@AutoblogGreen) November 15, 2016 ReachNow currently have 32,000 members, and all of these services are available to them through the ReachNow app. For a "limited time," new users can save the $39 registration fee as part of an introductory offer, and per-minute charges for the regular ReachNow service are 41 cents a minute instead of 49. At #AutoMobilityLA , @reachnow announces third city for @BMW's car sharing services: Brooklyn.

Mini pokes fun at Anthony Weiner using fake Twitter account

Mini, never one to pass on a marketing opportunity, has pounced on the plight of embattled New York City mayoral candidate Anthony Weiner, who seems to have an issue with sending pictures of his genitals to young women. Observers will notice that this is the second time the unfortunately named Mr. Weiner has been in the spotlight for his picture messages.
Capitalizing on Weiner's alias, Carlos Danger, Mini has created an account on Twitter - @CarlosDMotor. With a note on the profile page listing "Danger" as the account's middle name, it's sent out just one tweet, containing the message, "Wanna get your hands on my stick?" Attached to the Tweet is a scantily clad Mini Cooper S, with a towel around its "waist" snapping a picture. Too soon? To borrow the brilliant pun from AdWeek, the "auto erotica" was the idea of Mini's marketing agency Butler, Shine, Stern & Partners. Click below for the full tweet.

Psychology can wipe out 20-25% of your EV's range

There are two primary takeaways from a recent study of electric-vehicle driving habits in Germany. One: an electric vehicle with 25 percent of its battery charge left creates the same reaction in drivers as the fuel needle on "E" in a gas-powered car. Two: familiarity breeds comfort. The study, conducted by Germany's Technische Universitat Chemnitz and funded by the German Federal Ministry for the Environment, Nature Conservation and Nuclear Safety, put some real numbers on the concept of "range anxiety." According to Green Car Congress, that anxiety truly kicks in when there's less than a quarter of the driving range left on an EV's battery and the study found that a typical car's range is "shortened" by a 20 to 25 percent "psychological safety buffer." If we take the popular Nissan Leaf as an example, the official 84-mile single-charge range is really closer to 63 miles in the head of the driver. The longer the driver spent in the EV, the shorter his mental buffer became. The study was culled from data involving just 79 drivers who tooled around Berlin in Mini E EVs for about six months, collectively putting a quarter-million miles on the electric vehicles. The good news is that the longer the driver spent using the EV, the shorter his mental buffer became, which meant he could comfortably get more miles from the car. So, to all you EV advocates out there, know that once drivers spend some time with an EV, they get more and more used to what the car can do. It's a lesson we've learned before. Just remember that to new EV drivers, the single-charge range is a lot smaller than the one old-timers see.