DriveNow allows drivers to borrow vehicles and leave them at their destination in the boroughs of Islington, Hackney and Haringey.
After a one-off registration fee of £29, users are charged 39p per minute – with an hourly cap of £20 – enabling users to make one-way journeys within the boroughs. Users can locate and open nearby cars with the DriveNow app.
The DriveNow fleet consists of 270 cars, with 210 BMW 1-series – all with one booster seat in the back – and 60 Mini Countryman already deployed in London. 30 i3s will join the fleet in April 2015.
Other car sharing schemes, such as Daimler's Car2Go, have tried and failed to enter the London market, but Peter Schwarzenbauer, on the board of management at BMW, is convinced DriveNow will be a success.
“The cars in our fleet are the best product offer in the car sharing market. We learned a lot in the six pilot cities we had in Germany, and now we know how to make it a success in London,” he said.