[chuckles01]

You know what'd be interesting? Is if they included a more diverse set of BMW models and offered a special plan for existing BMW owners. I say that because I would totally sign up and occasionally rent different BMW models for specific situations - such as an X5 if I needed the space for a weekend family trip, or a convertible for a weekend getaway with the gf, etc.

Not to mention it'd be a potentially great way to upsell their customers on newer models.

Personally, I have an F30 but keep a zipcar account for times when I think another type of car will be more suitable.

Also, random side note... would they really leave the huge ReachNow branding on the side of each car? Seems a bit of a turnoff for people paying a premium to rent a premium car. I know Zipcar removes their branding on their nicer models (the BMWs, Mercedes, etc.) except for a small decal on the trunk.