DRIVENOW  has announced that James Taylor is taking over as managing director, moving up from being head of marketing.

DriveNow is a ‘free-floating’ car club, which means customers can drop their car off in any residents’ parking or pay-and-display bay within a defined operating area, thanks to agreements with London boroughs.

The car sharing joint venture of the BMW Group and Sixt SE is available in various European cities and offers a range of high-quality premium vehicles of the BMW and MINI brands to rent.

James Taylor joined DriveNow in March 2015 following almost 15 years experience in senior marketing, operational and management roles.

He commented: “The growth in popularity of car clubs in London has been really impressive, with proven year-on-year growth, and I’m excited to continue to drive this forward for DriveNow in the future.

“London’s air quality and congestion is an issue which needs to be addressed and it’s something flexible car sharing in particular can really help to improve. Our aim is to get DriveNow into every borough in London – so I look forward to contributing towards a cleaner, less congested city!”

DriveNow has created a fully flexible service, encouraging one-way on-demand journeys that are more reflective of the needs of modern life than the traditional “return to bay” car clubs offered by competitors.

With over 25,000 members in London since its launch in December 2014, DriveNow currently has 310 vehicles on the streets of North and East London – in the boroughs of Islington, Hackney, Haringey and Waltham Forest.

Aside from MINI convertibles, DriveNow also offers one of London’s largest electric car club fleets, with a range of fully electric BMW i3 models available to drive at the same by-the-minute cost.