Automakers such as BMW and Mercedes-Benz are increasingly seeing the benefits of car-sharing programs, which give potential drivers the opportunity to try out vehicles before they buy them, while also giving the brands more exposure. “As their life stage changes — maybe they move out of the city or have a bigger family — they would have had some positive experiences driving our cars, so when they are in the market to buy than we can be at the top of their list,” said Rich Steinberg, CEO of DriveNow USA.
