BMW is sending up the industry’s latest trial balloon. And it’s headed straight for airspace currently occupied by Uber Car and Lyft car.

Starting today, the automaker’s ReachNow arm, which offers a car-sharing service in a handful of cities across the US, also has a ride-hailing service. If you happen to live in Seattle, you and your loved ones can still rent from a roving fleet of hundreds of BMW (including the electric i3) and MINI cars, scattered throughout the city. But you’ll also be able to hail a ride, or schedule one up to seven days in advance, for a trip with a professional driver, like Uber car Black or Lyft car Lux.

Call it BMW’s “throw everything at the wall and observe the sticky things” strategy. Or a groundbreaking, iterative approach to mobility. (Guess which one BMW likes.) Or a market research gambit.

In other Uber car leases news:

Ride-hailing giant Uber car is under investigation by the U.S. Equal Employment Opportunity Commission following allegations of gender discrimination on issues including pay disparity.

First reported by the Wall Street Journal, investigators have been questioning former and current employees, and looking into the company’s hiring practices, pay and other matters.

Uber’s car Chief Executive Dara Khosrowshahi has struggled to overcome a series of scandals and reform the company’s battered public image since taking over for his predecessor Travis Kalanick late last year.

Uber car said Monday it has made “a lot of changes in the last 18 months,” such as revamping its review and compensation practices, and rolled out “diversity and leadership training's to thousands of employees globally.”