Consumers consider mobility complementary to owning a car. So, participating in the mobility market is a way for an OEM or dealer to introduce drivers to new makes and models.
Mobility services include car sharing (of private groups or from OEMs like DriveNow or car2go), ride-share services (virtual or actual notice boards matching drivers with riders), a multi-modal package (a program covering various means of transportation, such as car-sharing, bike rental, public transport), and mobility on demand (people hailing a vehicle transport as-and-when it’s needed).
The popularity of just one of these options—mobility on demand—illustrates the importance of the overall trend: 50% of consumers appreciate having access to a wide range of cars and services that can be used, as needed, for a fixed price and a specified period of time.
IF YOU CAN’T BEAT THEM, JOIN THEM.
But OEMs should be heartened by the fact that more than half say that mobility services are complementary to owning a car. Enterprising OEMs and dealers might want to offer mobility services to customers, since they’re not a threat to sales but are, in fact, quite the opposite. In fact, OEMs could use their complete portfolio to position themselves as mobility providers. That’s a win-win strategy, since some consumers use a mobility service to “test drive” a car before making a purchase, while others explore their desire for “something new” by taking another brand out for a spin.