CAR SHARING IN THE NETHERLANDS ‘THE HISTORY AND PROSPECTS OF A TURBULENT MARKET’ Name: Willem Jan van Amerongen Student number: 10627944 Date: 18/07/2014 Status: Final Study: MSc. in Business Administration – Marketing Track Institution: University of Amsterdam – Amsterdam Business School Supervisor: dhr. prof. dr. J.H.J.P Tettero Second Supervisor: drs. ing. A.C.J. Meulemans Table of contents TABLE OF CONTENTS ------------------------------------------------------------------------------- 2 ABSTRACT --------------------------------------------------------------------------------------------- 7 I. INTRODUCTION ------------------------------------------------------------------------------------ 8 I. THE RANDSTAD REGION ------------------------------------------------------------------------- 9 Excessive use of public space ---------------------------------------------------------------------- 10 Congestion --------------------------------------------------------------------------------------------- 10 Impact on quality of life----------------------------------------------------------------------------- 11 Impact on environmental quality----------------------------------------------------------------- 11 Impact on safety -------------------------------------------------------------------------------------- 12 II. CAR SHARING ----------------------------------------------------------------------------------- 14 Commercial car sharing ---------------------------------------------------------------------------- 14 Private car sharing ---------------------------------------------------------------------------------- 15 II. LITERATURE REVIEW -------------------------------------------------------------------------- 16 I. FACTS ABOUT TRANSPORTATION IN THE RANDSTAD REGION --------------------------------- 17 Transportation options in the Randstad region ----------------------------------------------- 17 Transportation options’ market share ---------------------------------------------------------- 17 II. CLUSTERS IN THE TRANSPORTATION MARKET ------------------------------------------------- 19 Mentality Model by Motivaction ------------------------------------------------------------------ 19 Motives for car use and possession --------------------------------------------------------------- 24 III. FUTURE TRENDS ------------------------------------------------------------------------------- 26 III. METHOD------------------------------------------------------------------------------------------- 27 2 I. DATA COLLECTION ------------------------------------------------------------------------------- 27 Interview technic ------------------------------------------------------------------------------------- 29 II. DATA ANALYSIS --------------------------------------------------------------------------------- 30 IV. RESULTS ------------------------------------------------------------------------------------------- 31 I. THE BEGINNING (INTERNATIONAL) ------------------------------------------------------------ 32 II. BEFORE 1993 ---------------------------------------------------------------------------------- 33 Witkar -------------------------------------------------------------------------------------------------- 33 III. ‘THE FIRST MOMENTUM’ (1993 – 1996) --------------------------------------------------- 35 The General Partnership ---------------------------------------------------------------------------- 35 Comparison between concepts -------------------------------------------------------------------- 38 General Partnership (Maatschap) ------------------------------------------------------------------------------- 38 Membership car sharing (Greenwheels) ----------------------------------------------------------------------- 39 Coupons -------------------------------------------------------------------------------------------------------------- 43 Update ---------------------------------------------------------------------------------------------------------------- 44 IV. BETWEEN 1996 AND 2003 ------------------------------------------------------------------- 45 Evaluation --------------------------------------------------------------------------------------------- 45 V. THE INTERVAL PERIOD (2003 – 2010) ------------------------------------------------------ 49 Trends --------------------------------------------------------------------------------------------------- 51 The sharing economy ---------------------------------------------------------------------------------------------- 51 Availability of Internet --------------------------------------------------------------------------------------------- 53 Economical recession ---------------------------------------------------------------------------------------------- 54 Scarcity of parking lots -------------------------------------------------------------------------------------------- 55 Millenials ------------------------------------------------------------------------------------------------------------- 56 New initiatives ---------------------------------------------------------------------------------------- 58 Snappcar-------------------------------------------------------------------------------------------------------------- 58 Car2Go ---------------------------------------------------------------------------------------------------------------- 61 Evaluation of Car2Go in Amsterdam ---------------------------------------------------------------------------- 64 VI. ‘THE SECOND MOMENTUM’ (SINCE 2010) --------------------------------------------------- 70 3 V. DISCUSSION ---------------------------------------------------------------------------------------- 74 Do consumers want to share? --------------------------------------------------------------------- 75 Are the consumer’s requirements met?---------------------------------------------------------- 76 One-Way -------------------------------------------------------------------------------------------------------------- 76 Peer-to-Peer --------------------------------------------------------------------------------------------------------- 76 Classic ----------------------------------------------------------------------------------------------------------------- 77 For which consumers (geographically) is car sharing an option? ------------------------ 77 One-Way -------------------------------------------------------------------------------------------------------------- 77 Peer-to-Peer --------------------------------------------------------------------------------------------------------- 78 Classic ----------------------------------------------------------------------------------------------------------------- 78 Which consumers are generally interested in car sharing? -------------------------------- 79 Mentality Model by Motivaction --------------------------------------------------------------------------------- 79 Generation Model --------------------------------------------------------------------------------------------------- 81 What are the opinions of consumers about car sharing? ----------------------------------- 82 Car sharing in general --------------------------------------------------------------------------------------------- 82 Peer-to-Peer --------------------------------------------------------------------------------------------------------- 83 Classic ----------------------------------------------------------------------------------------------------------------- 84 Is the ‘Second Momentum’ of car sharing different from the ‘First Momentum’? ----- 85 First Momentum ---------------------------------------------------------------------------------------------------- 85 Second Momentum ------------------------------------------------------------------------------------------------- 85 In which phase of the product life cycle (Levitt) were both momenta? ------------------ 85 First Momentum ---------------------------------------------------------------------------------------------------- 85 Second Momentum ------------------------------------------------------------------------------------------------- 86 Is the government more supportive? ------------------------------------------------------------- 87 Is the business more profitable than it was before? ------------------------------------------ 88 First Momentum ---------------------------------------------------------------------------------------------------- 88 Second Momentum ------------------------------------------------------------------------------------------------- 89 Is car sharing able to solve the problems mentioned in the introduction? -------------- 90 Excessive use of public space ------------------------------------------------------------------------------------ 90 Congestion, Air pollution and Safety ---------------------------------------------------------------------------- 91 4 Traffic Noise and Safety ------------------------------------------------------------------------------------------- 93 What do the interviewed key persons think about the future of car sharing? --------- 93 Hendrik-Jan Glerum – Snappcar --------------------------------------------------------------------------------- 93 Henry Mentink – MyWheels -------------------------------------------------------------------------------------- 94 Iris Kerremans – DIVV, Amsterdam ----------------------------------------------------------------------------- 94 Sacha Oerlemans – Qpark -----------------------------------------------------------------------------------------