BMW, Porsche, and Jaguar Land Rover Back Digital Roadside Startup Urgent.ly
Major automakers invest $21 million in Urgent.ly, an app-based roadside assistance platform that replaces traditional membership models. BMW also signs on as a vendor partner to power digital assistance for its U.S. brands.
Roadside assistance startup Urgent.ly raises $21 million in a Series B funding round backed by the venture arms of BMW, Porsche, and Jaguar Land Rover. The platform connects drivers with nearby tow trucks and other services through an app, operating much like Uber or Lyft. Unlike traditional auto clubs, Urgent.ly does not require users to pay annual membership fees.
BMW expands its relationship with the startup by signing Urgent.ly as a vendor partner for its BMW Assist platform. This partnership provides roadside and extended mobility services to U.S. owners of all four BMW brands, including BMW, BMW Motorrad, MINI, and Rolls-Royce Motor Cars. Through the app, users see upfront pricing for services like jump-starts and tire changes before confirming the request.
The startup's scalable model attracts interest beyond individual car owners, appealing to companies with large vehicle fleets and preparing for the rise of electric vehicles. As EV adoption grows, Urgent.ly anticipates increased demand for specialized services like mobile charging. Industry partners note that the modern, digital approach of the platform meets consumer expectations for real-time connected experiences in the transportation sector.