Ola partners BMW to offer on-demand luxury cabs

Traveling in the same Tata, Toyota or Maruti Suzuki taxis sometimes gets boring. How about a BMW taxi when you book an Ola next time? We aren’t kidding. The local cab aggregator, Ola has entered into a strategic partnership with German car manufacturer BMW to tap into and redefine the on-demand mobility market in India.

Commenting on this partnership, Pranay Jivrajka, Chief Operating Officer at Ola said, “We are delighted to partner with BMW, a brand synonymous with luxury in India. Through this partnership, Ola will strengthen its presence in the luxury mobility segment, an area that we believe has tremendous potential. With the inclusion of BMW cars in Ola fleet, our customers will now have an opportunity to travel in complete luxury at the click of a button.”

The tie-up aimed at strengthening its luxury mobility segment will allow Ola cab operators to avail cheaper credit to buy BMW cars, receive after-sales support and guaranteed buyback, Ola said in a statement.

“BMW will offer a 360-degree solution that takes into account both pre and post sales ownership with maximum support throughout the vehicle’s lifecycle. Additionally, BMW Financial Services India will offer 100% financing for up to 4 years starting at low-interest rates,” states the official statement.

BMW-certified instructors will also train drivers about auto safety systems and technology, the statement said. The agreement follows Ola's partnership, announced last month, with India's top SUV maker, Mahindra & Mahindra.

“At BMW, we always look to the future. Individuals want quick access to mobility without compromising on quality and comfort. We are confident that this association will be a game changer in the premium on-demand mobility segment in India. BMW is the most aspirational luxury car brand and through this association, an increasing number of customers will be able to relish the immersive BMW experience,” said Frank Schloeder, President at BMW Group India.

The agreement makes BMW Ola’s exclusive ‘Lux Category Partner’ and would allow commuters to book a luxurious ride at just the tap of a button.

Also, it puts BMW in the league of other global automakers such as Volkswagen, Toyota Motor Corp, and General Motors GM.N, which have all signed tie-ups with ride-sharing companies to guard against a shift in consumer choice away from vehicle ownership.