BMW’s ReachNow car sharing service is headed to Portland

By Andrew Hard Published September 11, 2016

Earlier this year, a new car-sharing service called ReachNow debuted in Seattle, Washington. Owned by BMW, the brand allows those without wheels to scoot around town in vehicles like the 328xi, the all-electric i3, and the Mini Clubman, offering a unique experience compared to companies like Car2go.

We were intrigued by the premise of on-demand mobility with a luxury focus, so we trekked up to Seattle to give the service a try for ourselves. You can read our full impressions here, but thankfully, the company is now launching right in Digital Trends’ backyard of Portland, Oregon on September 19.

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Ahead of that date though, ReachNow is offering a Preview Drive where the one-time membership cost of $39 is waived, meaning the only costs for the time being are 41 cents per minute of driving and 30 cents per minute while parked. That’s a pretty solid deal for Portlanders, but be advised, the registration fee and driving rates will return normal after the introductory period ends.

BMW ReachNow — Image used with permission by copyright holder

“As a pioneering city for transportation alternatives, Portland is proud to welcome ReachNow,” said Leah Treat, Director of Portland’s Bureau of Transportation. “On-demand car sharing supports our existing transit and bike infrastructure, helping Portlanders get where they need to go, when they need to be there.”

Read more: BMW’s ReachNow service is flooding Seattle with cheap, easy transportation

Using ReachNow is straightforward — simply download the app from the Apple App Store or Google Play, after which you register your information and initiate a two-minute approval process. After that, you find a car within the “Home Area” (currently the Convention Center, Central Eastside, Downtown, and the Pearl District), drive, and return it within the Home Area when you’re done.

The BMW 3 Series, Mini Clubman, and two-door hardtop Mini will be the first vehicles to launch as a part of ReachNow’s Portland fleet, but the BMW i3 and X1 crossover will be added by the end of the year. According to brand CEO Steve Banfield, some 260 cars will be on the streets by the official launch date.

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Andrew first started writing in middle school and hasn't put the pen down since. Whether it's technology, music, sports, or…

Cars

Buy Now, Upgrade Later: Slate’s $25K Truck Flips the Script on EVs

many hybrids rank as most reliable of all vehicles evs progress consumer reports cr tout cars 0224

A new electric vehicle startup—quietly backed by Amazon CEO Jeff Bezos—is building something bold in Michigan. Not just a car, but a whole new idea of what an EV company can be. Slate Auto is a stealthy new automaker with one mission: ditch the luxury-first EV playbook and start from the affordable —which most drivers actually seek.
The start-up has been operating out of public sight since 2022, until TechCrunch found out about its existence. Of course, creating a little mystery about a potentially game-changing concept is a well-tested marketing approach.
But Slate truly seems to approach EVs in a very different way than most: It isn’t debuting with a six-figure spaceship-on-wheels. Instead, it's targeting the holy grail of EV dreams: a two-seat electric pickup truck for just $25,000. Yep, twenty-five grand. That’s less than a tricked-out golf cart in some neighborhoods. Slate is flipping the Tesla model on its head. Tesla, but also the likes of Lucid, BMW, and to a certain degree, Rivian, all started with high-end vehicles to build brand and bankroll future affordable car. But Slate wants to start with the people’s pickup—and letting it grow with you.
This isn’t just a cheap car. It’s a modular, upgradeable EV that’s meant to be personalized over time. Buy the basic model now, then add performance, tech, or lifestyle upgrades later—kind of like building your own dream ride one paycheck at a time. It’s a DIY car for a generation raised on customization and subscriptions. The company even trademarked the phrase: “We built it. You make it.”
Backing up this idea is an equally bold strategy: selling accessories, apparel, and utility add-ons à la Harley-Davidson and Jeep’s MoPar division. You’re not just buying a vehicle; you’re buying into a lifestyle. Think affordable EV meets open-source car culture.
Slate's approach isn't just novel—it's almost rebellious. At a time when other startups risk folding under the weight of their own lofty ambitions, Slate is keeping things lean, scalable, and customer focused. The company reportedly plans to source major components like battery packs and motors from outside suppliers, keeping manufacturing costs low while focusing energy on design, experience, and upgrade paths.
Sure, it’s all been kept under wraps—until now. With plans to begin production near Indianapolis by next year, the wraps are about to come off this EV underdog.
While, at least in spirit, the U.S. market has been dominated by high-end EVs, Slate’s “start small, scale with you” philosophy might be just the jolt the industry needs.

Cars

Kia EV9 and EV6 now fully qualify for the $7,500 tax credit – except for one trim

Kia EV 9

As Kia reported record first-quarter sales, Eric Watson, Kia America VP of sales, made a point of painting a rosy picture for the future: Now that the latest versions of its two best-selling electric vehicles, the EV9 and the EV6, are in full-scale production at Kia’s plant in Georgia, the road is paved for further sales growth.
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Android

AR driving at last – this Android Auto feature could mean navigation on smart glass

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A heads-up display while driving has always been the dream use of AR glasses and now it looks like that could soon become a reality.

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