BMW Offers Free Rides Of Its 7 Series Sedan To Uber Customers For A Single Day

BMW is using an interesting new tool to market its cars: ride-hailing company Uber. Although the automaker’s new top-of-the-line flagship 7 Series sedan won’t be available for purchase until October 24 when it arrives in U.S. showrooms, Uber customers living in Miami, New York City, Chicago and Los Angeles were able to take free rides in the vehicle on a single day this week simply by ordering it via the ride-hailing app.

Although the free rides were only offered for a single day, the promotion was still able to create some buzz on the street, as well as garnering social media attention and some media coverage. An interesting aspect of the marketing strategy is that it connects BMW with consumers who wouldn’t normally consider taking a test drive in its new vehicle when it becomes available for purchase. Additionally, the promotion highlights one of the most impressive features of the new 7 Series, which is the wide spectrum of infotainment and comfort controls that are available to passengers riding in the back seat.

In many ways, BMW’s new car is designed for passengers, making it an ideal choice for driving around top-tier executives. It includes a removable 7-inch touchscreen tablet to allow passengers to control many functions, including climate, heating or cooling seats, lighting, infotainment, and communications. Another impressive feature is that the vehicle can be ordered with a “rear executive lounge seating package”, which BMW says “redefines the meaning of long-distance comfort in a luxury car”. This package includes a massage function that offers the choice of eight different programs with three levels of intensity available for each. Additionally, it includes a “vitality program” that allows passengers to engage in active training to revitalize their bodies on long trips, with the training program instructions being displayed on the rear-seat infotainment system screen.

“We couldn’t think of a better way to celebrate the launch of the BMW 7 series than by offering Uber riders the unique chance to upgrade their ride and are thrilled to partner with BMW on this first-of-a-kind experience,” said Amy Friedlander Hoffman, Uber’s head of business development and experiential marketing.

According to a spokesperson, Uber has partnered with other automakers in the past, such as a promotion in July through Akshaya Motors to offer test rides of Mercedes-Benz vehicles in Bangalore, India. However, this marks the first time that Uber has partnered with an automaker on the release of a new model ahead of its commercial launch, making it an innovative collaboration that could lead to similar programs in the future.