BMW’s ReachNow car-sharing service seems to be a hit in Seattle.

At least that’s according to a Monday news release boasting more than 13,000 members since the company launched in the city a month ago.

ReachNow’s free-floating car-share service, though not much different than that of Car2go, has taken aim at a more luxury minded customer, calling it a “premium” service and offering fully-loaded BMW 328xi sedans, all-electric BMW i3s, and MINI Coopers.

“The rapid adoption of ReachNow in Seattle is proof-positive of the demand for a premium car sharing alternative that provides an experience as convenient as owning a car,” said Marcus Krieg, head of CarSharing Business Unit, BMW Group, in the Monday news release. 

The company also announced its executive team, which will be based at ReachNow’s Seattle headquarters. The team includes: Steve Banfield, as CEO, formerly of INRIX; Sandra Phillips, as Chief Customer Officer; and Jean-Francois Ganot, as Chief Financial Officer.

ReachNow launched April 8 with 370 cars across a Seattle service area that for now excludes Magnolia and West Seattle, though the company has said it plans to expand soon.

For comparison, Car2Go, which launched in Seattle in 2012, has 750 cars spread across the entire city of Seattle and 77,000 members in the region, according to numbers from Dacyl Armendariz, external communications for Car2Go.

BMW operates car-sharing services in nine European countries, under the name DriveNow, and was active in San Francisco until last November.

ReachNow plans to expand to three more U.S. cities in 2016, with the eventual goal of serving 10 U.S. cities, the company said at its launch.

Daniel DeMay covers Seattle culture, business and transportation for He can be reached at 206-448-8362 or Follow him on Twitter:@Daniel_DeMay.