Should BMW be in the Car-Rental Business?

Hertz Global Holdings (NYSE: HTZ) and Avis Budget Group (NASDAQ: CAR) have a dangerous new competitor. BMW (OTC: BMWY) has entered the car-rental business.

The German automaker has launched ReachNow; a combination car-rental and ridesharing app, in three U.S. markets; Seattle, Brooklyn, and Portland, Oregon. ReachNow offers short-term car rentals similar to Avis’s Zipcar, an Uber-type car service and one to five day use of rental cars.

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