BMW’s Electric Car Rental Program
As the popularity of electric cars grows, the increasing number of competitors have to find an edge to differentiate themselves in what has already become a crowded market. Among these is a BMW E-Car rental program called “DriveNow.”
BMW, due to its brand and a set of products already in the market, or about to be, is one of the few manufacturers that can challenge market darling Tesla Motors Inc. (TSLA). Since Tesla is perceived as the gold standard of luxury electric cars, BMW has very few options in its work to move closer to the start-up in terms of reputation and sales.
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The car offered by DriveNow is an adapted Series-1 coupe, which is near the bottom of the BMW product family.