BMW is turning itself into Zipcar—by selling mobility instead of cars

BMW plans to offer buyers of its forthcoming electric i3 vehicle the option of a gas-powered loaner BMW should they need to make a trip that would exceed the vehicle’s approximately 100-mile range. The company expects that drivers will make nine of out 10 trips with the concept model, which it touts as its “megacity car,” within that 100-mile range, but wants to offer the option as a way to help future owners not feel locked in to one mode of driving only. This is particularly critical, as the car will reportedly carry a $50,000 sticker price when it hits dealers next year.