First launched in London in December 2014, the scheme now has 20,000 users, representing 12% of London’s car club market.

Drivers are offered access to 290 BMW and MINI models, including the i3, across a 84 km² business area in North East London, and also benefit from ‘free-floating’ car sharing, which means they can drop their car off to any residents’ parking or pay-and-display bay, thanks to agreements with London boroughs.

Celebrating its achievements, the car sharing service is now lowering prices to encourage more people to embrace the concept of fully flexible mobility.

Effective immediately, DriveNow’s fleet of 290 cars will be available to hire for the following prices:

MINI 3-Door and MINI 5-Door – 29p/min (48% of fleet)

BMW 1 Series – 31p/min (21% of fleet)

MINI Convertible and BMW i3 – 34p/min (31% of fleet)

The firm said its new pricing structure means journeys are now around 20% cheaper than a comparable Uber ride.

Joseph Seal-Driver, managing director of DriveNow UK, commented: “We’re lowering prices to say thank you. Thank you to our first 20,000 customers for proving that car sharing really is the future of urban mobility, thank you to BMW for their continued pursuit of innovation over the last 100 years, and thank you to the people reading this who are going to download the app right now and sign up!

“With a 15-minute journey now coming in at just £4.35, we’re now not only the most stylish transport option in London, but also one of the most cost-effective on-demand services in London. And with our recent addition of convertibles to the fleet, there’s now a car to suit every need: from sunny trips to London Fields to congestion-charge exempt all-electric i3s.”