BMW i Ventures invested an undisclosed sum, described as “multiple millions”, in San Francisco parking startup Zirx in 2015, but Zirx closed its consumer valet service on 29 February 2016 and moved to business customers. The story is a case study in why on-demand parking was hard to scale.
Zirx at a glance
| Item | Detail |
|---|---|
| Company | Zirx, San Francisco |
| Investor | BMW i Ventures (2015, amount undisclosed) |
| Funding before BMW | $36.4 million |
| Consumer service ended | 29 February 2016 |
| Pivot | Logistics and fleet platform for businesses |
How did the service work?
Users entered a destination in an app, a valet met them there and parked the car in a secured lot the company leased. Another tap brought it back, not necessarily to the same spot. Perks included oil changes, car washes and fuel fills. Zirx had switched from a flat fee to zone-based pricing, with a monthly subscription alongside.
Why did BMW invest?
BMW’s venture arm said Zirx could be a central component of on-demand services. Possibilities at the time included a Zirx app in a BMW dashboard or a valet option for BMW’s car-sharing business. No concrete plan followed that we could find.
What happened next?
In February 2016 the company said consumer on-demand parking was very difficult to scale to profitability, and focused on dealerships, repair shops and car-sharing services instead. We do not know how the company stands in 2026. See our photo gallery for the BMW i8 for a different look at the brand.
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FAQ
Did BMW invest in Zirx?
Yes, BMW i Ventures made a strategic investment in 2015; the amount was undisclosed.
How much had Zirx raised?
Over $36 million, not counting BMW’s undisclosed amount.
Is Zirx’s valet service still running?
No. The consumer service ended on 29 February 2016.
What did Zirx do instead?
It focused on business customers such as dealerships and car-sharing fleets.
Why did the consumer model fail?
The company said it was very hard to scale to profitability.
Last updated: October 2026.
