The buzz in mobile and travel social media is normally around actual travel companies - but here comes BMW, one of the biggest car manufacturers in the world with its own effort.
The Ultimate Drive is an Android and iPhone application which record's a driver's route throughout a journey via the handset's GPS functionality.
Okay, so does a SATNAV, of course, but where the app reaches into some of the travel-run services is how it plots the drive on a map, allows users to take notes of interesting locations and things to do along the way.
There is a rating element, too, as well as the ability to share a route across a driver's social networks.
The idea is that, over time, drivers will start sharing their favourite routes across a community of fellow app owners - 600 have already been added in its first week.
BMW says later versions of the application will include a "gamification" element, where incentives will be placed into the system and some kind of point system added.
Of course, users do not necessarily need to be BMW owners in order to use the free app, so it is an interesting positioning for the manufacturer to be associated with the so-called discovery and leisure aspect of driving.
Not so many BMWs in the world of mass market car hire, but can see how rental companies might push such a service if it allows them to tap into the community aspect.