BMW's DriveNow service will make 70 of the BMW 1 Series ActiveE models, previously available to only 700 lessees, available in eight stations throughout San Francisco and Palo Alto, as part of the newly started rental program. Membership in the DriveNow service will cost you a one-time, $39 fee with another $12 for the first 30 minutes, and 32 cents for each additional minute of drive time, or 13 cents for every minute the car is parked. The car company sees the car rental program as a way to “stay relevant,” as people’s relationship with cars change.

[via The NY Times]