Automaker promotions using the ride-sharing service Uber aren’t new, but this may be the first instance where the taxi alternative’s name dovetails with a promotional partner’s German heritage. However you spell it, BMW is giving free Uber rides in its 2016 7-series sedan to folks in New York, Miami, Los Angeles, and Chicago, starting at noon local time today.
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Besides offering Uber users a chance to skip the ubiquitous—Uber-quitous?—Toyota Prius and try something several magnitudes classier, the free-ride promotion is a logical way of getting potential customers’ butts in the 7’s spacious back seat. This being an “ultimate driving machine,” BMW didn’t merely stop at rides—this weekend it actually enabled Uber users to set up test drives of the new 7 via the service’s app. Even among those not looking to buy an $82,295 luxury sedan, or even drive one, a ride in the 7-series is sure to generate plenty of warm fuzzies toward BMW—if only because it isn’t another damn Prius.
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