Ola Joins Hands With BMW To Launch Ola Lux

Users of app-based taxi service, Ola cabs, now have the option of riding in a BMW to their destination. BMW India has announced the launch of Ola 'Lux’, a luxury car category integrated into the Ola cabs app for customers who are looking to, quite simply, arrive in style.

To begin with, the Ola Lux platform will be available in three cities – Delhi, Mumbai and Bengaluru. Bookings will be offered at a minimum fare of Rs 250 and at a charge of Rs 20-22 per km. It's important to note that, initially, only the 3-Series will be available through the Lux platform, but more models may be added if the response is good.

The category also allows customers to book cars on an hourly basis via the Rentals feature of the Ola app. Features for the luxury category will include 4G auto-connect Wi-Fi and driver training programmes to familiarise drivers with the cars and to impart professional training to regarding etiquette and safe driving.

Apart from offering a premium experience for customers, Ola fleet operators can buy BMW vehicles for Ola Lux with benefits like 100 per cent financing for up to four years, along with an assured buy-back for the car on the completion of the contract. However, an exact value for the latter has not been specified.

After-sales service packages like BMW Service Inclusive Plus and BMW Repair Inclusive are also available with a validity of up to three years/one lakh kilometres.

While the partnership has been forged between BMW and Ola, it is not an exclusive tie-up, i.e., Ola is free to offer models from other luxury brands to its customers, while BMW is also open to partnering with other cab aggregators.