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.


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.