Strategy Analytics conducted a UX evaluation of ReachNow Ride from BMW. This off-shoot of the ReachNow car-sharing service is a compelling way of reaching potential new customers (including car-buyers). It also presents a new model for OEMs to collect transport data on journeys which are not well-served by car-sharing. However, any mobility service must take great care in aspects of UX which are keys when a user chooses a transport method. While ReachNow Ride addresses many of these aspects quite well, one top factor remains questionable.