After one month of operation in Seattle, BMW Group’s carsharing service ReachNow has more than 13,000 people registered for its service.

ReachNow’s initial fleet of 370 vehicles — including the BMW i3, BMW 3 Series and the MINI Cooper — are located on the streets of Seattle for immediate use, according to BMW. Users can download the ReachNow app in the App Store and on Google Play.

“The rapid adoption of ReachNow in Seattle is proof-positive of the demand for a premium carsharing alternative that provides an experience as convenient as owning a car,” said Marcus Krieg, head of Carsharing Business Unit, BMW Group. “We are extremely pleased that the city and people of Seattle have been so welcoming of ReachNow and are confident that we will continue to thrive — both here and across North America — under the direction of our new leadership team.”

BMW Group has announced ReachNow’s executive team to be based at the company’s North American headquarters in Seattle. Steve Banfield joins as CEO, Sandra Phillips is named chief customer officer, and Jean-Francois Ganot will serve as chief financial officer, according to the company.

“BMW has a 100-year history of innovation and has been working to shape the future of urban mobility for almost as long,” said Banfield, who previously served as the chief marketing officer for car services provider INRIX. “I’m happy to be a part of these efforts and am looking forward to growing the ReachNow team and brand across North America.”