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The Future of Mobility Shared Mobility Alexander Yakovlev | Peter Otto the Future of Mobility Shared Mobility

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The Future of Mobility Shared Mobility Alexander Yakovlev | Peter Otto the Future of Mobility Shared Mobility October 2018 The Future of Mobility Shared Mobility Alexander Yakovlev | Peter Otto The Future of Mobility Shared Mobility Introduction Public transport has always been the most common Our research shows the daily use of the average private means of transportation, but many people couldn’t car is as little as 63 minutes per day. Furthermore, resist the lure of having their own vehicle and the there are 67 days annually (more than two months) prospect of full independent mobility. when the car is not used at all. All this cumulates in the fact that 96% of the time the car is just parked at In the age of digitalization, new mobility services were a standstill. introduced: app-ordering services, like free-floating and peer-to-peer car-sharing, car-pooling or ride- Challenging the economic efficiency of car ownership sharing, form the modern alternatives to traditional is exactly what is at the heart of all mobility services public transport or taxis and cars. Using shared offers. And consumers are convinced with this mobility might soon become as simple and common message. Thus, more than 50% of current car owners as streaming music. predict that instead of owning a car, people will use shared mobility services in future, as it will be the cheaper option (figure 1). People’s predictions to owning a car vs. using shared mobility in future United States 49% 14% 38% UK 48% 20% 32% Germany 47% 20% 33% Japan 45% 26% 29% Spain 43% 18% 39% Brazil 35% 19% 45% France 32% 25% 42% Italy 32% 19% 49% China 20% 26% 54% Owning your own Owning a vehicle will become much more expensive and less people The cost of owning a vehicle will not significantly change in the vehicle will be as will be able to afford it, so most people will use shared mobility future, but shared mobility services will be much more convenient, important as today services instead so most people will use them instead of owning a car Figure 1 2 In recent years, more and more car manufacturers have invested in car-sharing, seeing this service as one of the strategic pillars of their future business. Thus, such leading car-sharing companies as Car2Go, DriveNow/ReachNow, Maven, are fully owned by car manufacturers. On top of that, there are many partnerships in place where OEMs tried to play a role in this segment, even without fully investing. This transformed traditional business models when car manufacturers earned money from only selling and maintaining cars – by providing car-sharing services they also earn from operating the car itself. Where are we now with car-sharing? The most popular The start of sustainable car-sharing development goes back to the 1990s. On a basic level, car-sharing is a form of car usage form of car rental with two main differences: Most car- in the near sharing providers nowadays do not request returning a car to a rental station - cars can be returned by just future will be parking on the street. Secondly, car sharing services short-term rental are charged by minute of use (vs. days of use in car Håkan Samuelsson, CEO of Volvo Cars renting). The consumer, for example, can use car- sharing vehicles to have a 10-minute drive from a “When you want your own car, people will use a subway station to home. But, being a close relative to form of subscription, where they pay a monthly fee, car-rental, car-sharing evidently fulfils different needs - like you do for a phone contract,” said Samuelsson. users say that they use this service in cases when they Such transformation leads to the fact that many previously drove their personal car (50%), followed traditional OEMs are no longer positioning themselves by public transport (38%) and taxis (27%). Car-rental as providers of vehicles, but rather as providers of service is only the fourth means of transportation that mobility. was replaced by car-sharing (22%). 3 The Future of Mobility Shared Mobility However, current usage of car-sharing is not as the main barriers to using car-sharing, consumers intense as future predictions. Only 2% of car owners stated (figure 2). Evidently, with further development and 4% of non-car owners have ever used car- of car-sharing services these two factors will naturally sharing. Familiarity with this service is also pretty low improve, opening doors to intensive car-sharing and significantly differs by country (from 10% both in usage, based on the fact the economic efficiency and France and Spain up 36% in Japan and 39% in Italy). convenience of using car-sharing is clearly recognized by consumers. Thus, no car ownership costs (57%); Limited knowledge about car-sharing services (40%) no car purchase costs (48%); the convenience of not and low availability of car-sharing vehicles (36%) are having to take care of the vehicle (43%) are marked as the top three benefits of using car-sharing (figure 3). 4 Barriers and benefits to using car-sharing Don`t know enough about Car-Sharing services 40% Concern over availability of vehicles / walk a long distance to the closest vehicle 36% High rates per hour of use 34% Being forced to park/leave the vehicle in a designated area 33% Concern whether vehicles have been properly maintained 31% Limits my independence / no spontaneous trips possible 30% The cleanliness of the vehicle 22% Take responsibility for happenings with the vehicle after using it till the next user 21% Not getting the specific vehicle that I need for the occasion 18% Inconvenience of having to download the app and set up 15% an account Figure 2 No car ownership costs (maintenance/ repair, insurance, tax, etc.) 57% Do not have to purchase a vehicle 48% Convenience of not having to take care of vehicle 43% Access to various vehicle makes/models and types based on intended use and needs 36% More economical than other modes of transportations (e.g., Taxis, Ride-Sharing) 33% I don`t have to own/rent a permanent parking space 32% Ease of securing a vehicle to use 26% Environmental advantages of using Car-Sharing Services (e.g., fewer vehicles) 24% Access to vehicles I could not afford to personally own 19% Access to driving new vehicles (car sharing vehicles usually not older than 4 years) 14% Figure 3 What about ride-sharing? Ride-sharing/ride-hailing is an app-based service that One of the most “internationalized” ride-sharing connects drivers and riders. It provides a taxi-like type companies and, in fact, the one which is at the forefront of service – ride-sharing users are passengers, who of the modern form of ride-sharing, is Uber. Uber is are driven by drivers and don’t drive on their own. At also well recognized by consumers – 63% are aware the same time, drivers in many cases use their private of it (from just 13% in Japan to 93% in the USA). But cars, so ride-sharing providers do not need to own the global presence of a ride-sharing provider, such as huge car parks, but rather perform as a platform- Uber, is rather exceptional – operating in one specific provider. region, or country, or even city, is more common 5 The Future of Mobility Shared Mobility Barriers and benefits to using ride-sharing Uncertainty of the rates (rates can change at any time depending on demand or “primetime” pricing) 36% Security - I do not trust ride-sharing drivers 36% Don`t know enough about ride-sharing services 35% Vehicles are not always available 27% Limited number of ride-sharing vehicles - I cannot be confident that I will be able to find a vehicle quickly 26% Using ride-sharing is expensive in general 24% Have to download the app and set up an account 18% I cannot be sure that the car will be clean 17% I do not see barriers for me to use ride-sharing 14% Figure 4 Cheaper than traditional taxi 49% Simple ordering via-app 48% Short waiting time 41% Can make payment, including tipping using the app 40% High availability of ride-sharing vehicles 39% Can use if I have been drinking alcohol 30% Ability to see how many vehicles are close to your location using app on smartphone 27% No need to drive myself / I can have extra time 27% Ride-sharing vehicles are in better condition / cleaner than traditional taxi 24% Ride-sharing drivers tend to be more polite than traditional 20% taxi drivers Figure 5 nowadays. Didi, for example, is very popular in China Cheap (49%), simple (48%), and fast (41%) are (91% awareness), Lyft in the US (78% awareness) and the top three recognized benefits of ride-sharing. BlaBlaCar in Europe (46%). All in all, there are several Interestingly, this correlates with what is cited as the hundred ride-sharing providers operating around the biggest disadvantages of traditional taxis – unfair cost globe. (45%), difficult to flag down (38%), and no control of the waiting time (35%). So, ride-sharing companies Ride-sharing services are more widespread than car- successfully managed to overcome the pain points sharing – one in four (24%) consumers have used ride- of taxi services. Speaking about the barriers of using sharing so far. Furthermore, 51% of these are frequent ride-sharing itself, consumers mark uncertainty about users say they use ride-sharing services a few times final rate (36%), security (36%) and limited knowledge per month or more. about ride-sharing services (35%), as the three main barriers (figure 4). 6 As highlighted in the previous White papers in The consumers preferring to travel in an electric vehicle Future of Mobility series, the three main pillars of future while using ride-sharing services.
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