Source: Mobility, January 1998 CarSharing - the key
Contents
Introduction
Publications
Publisher
Author
Order by
Editorial - Setting off into A
New Mobility
Summary of
synthesis
1987: Birth of
modern-day CarSharing
Rapid success
Good public transport service as a success factor for
CarSharing
CarSharing successfully supported by Energy
2000
Comprehensive
market analysis
High degree of awareness
Does it really work?
High degree of customer satisfaction
Customers’ wishes taken seriously
Promising outlook
Enormous
customer potential
1.7 million potential customers
Great deal of interest in CarSharing
Influence
on mobility behaviour
Pronounced orientation towards ecological forms of mobility
Main benefit is to public transport
Greater freedom of choice thanks to lower fixed costs
Huge fuel
savings
Individual effects
Energy-savings potential
Positive
opinions from experts
Analysis of
impacts
Positive
outlook
This publication contains the editorial and the summary of
the Synthesis of the research project "CarSharing - the key to combined
mobility". The situation and potential of CarSharing and combined mobility in
Switzerland are outlined. The Motor fuels Section of Energy 2000 has been promoting this
area as a contribution to mobility management since 1992.
CarSharing - der Schlüssel
zur kombinierten Mobilität
Bern, September 1998
Synthese
Peter Muheim & Partner, Lucerne. EDMZ-order code 805.501.dCarSharing im Urteil von Experten und Opinionleader
Landert Farago Davatz & Partner, Zürich. EDMZ-order code 805.502.d
Evaluation der Unterstützung des CarSharing durch Energie 2000
IPSO Sozial-, Marketing- und Personalforschung, Dübendorf.
EDMZ-order code 805.503.d
Mobility At Your Convenience
This publication summarizes the main points of the Synthesis. EDMZ-order code 805.504.eng (English). Also available in German (805.504.d) and French (805.504.f).Summery of the Synthesis
German, English, French, Italien. EDMZ-order code 805.505
Publisher
Author
Peter Muheim & Partner, Lucerne petermuheim@access.ch
Order by
Eidg. Drucksachen- und Materialzentrale (EDMZ)
CH - 3000 Bern, Fax ++41 (0)31 992 00 23, www.admin.ch/edmz
Energy 2000 in support of CarSharing
The Energy 2000 action program has been actively promoting CarSharing since 1992, by introducing a variety of measures aimed at supporting its organisational progress, inciting and promoting learning processes, and providing incentives for organisers to make their own significant contributions towards its success. In this way, the Motor fuels Section of Energy 2000 has triggered a number of innovations and accelerated the level of collaboration between the various mobility partners. This resulted in the introduction of "züri mobil" in 1995 as a first service of this type, which - as another première - subsequently received recognition within the scope of the "Designpreis97" awards. On the basis of this successful innovation, in 1998 Swiss Federal Railways and "Mobility CarSharing Switzerland" created a nation-wide combined service for railway users and car drivers. An on-board computer which simplifies co-ordination with public transport was another innovation to come from Switzerland. 900 vehicles are now available in 300 municipalities and at over 200 railway stations. A strong emphasis has been placed on compliance with important utilisation standards relating to energy and transport policy, with the aim of simplifying the transition from personal to public transport. In this way, "Mobility CarSharing Switzerland" has succeeded in attaining a 40% market share in Europe.
With the aid of studies and evaluations carried out within the Energy 2000 program, for the first time we now possess sound quantitative and qualitative information concerning customer profiles, mobility behaviour and impacts on the environment, as well as about the assessments by representatives from the fields of politics and economics with respect to car sharing. The ways in which Energy 2000 has contributed to the development of CarSharing have also been studied. We will be using these findings for drawing up the follow-up program for the period after 2000.
Three-quarters of the users of CarSharing also favour the most environment-friendly forms of transport - walking, cycling, public transport. CarSharing therefore makes a significant contribution to a sustainable transport system, and to modern-day environment-friendly and convenient mobility. One of the principal beneficiaries is of course public transport.
I sincerely hope that the various mobility partners will continue to enjoy a rapid development of combined passenger transport, and would like to assure them of our full support.
Hans-Luzius Schmid
Deputy Director, Federal
Office of Energy
Head of the Energy 2000
action program
Editorial - Setting off into A New Mobility
CarSharing is the most modern and, in terms of quantity, the most important pillar to date of a very customer-friendly and ecological, as well as economical mobility. CarSharing is the most important innovation in the mobility market of the 90's: with regard to technology, partnerships, and the high standards of the organisation and the operating system.
Moreover, CarSharing is the most effective key to combined mobility. And combined mobility is nothing more than the clients' demand for simple, inexpensive, comfortable, and ecological travel. They demand a service: market products, which fulfil their expectations. The means of transportation becomes secondary. züri mobil was the forerunner for that.
In Switzerland, the services of the highly inter-connected public transportation system with its regular intervals and modern passes are at the heart of combined mobility. CarSharing supplements and strengthens these services since CarSharers mainly use public transportation and bicycles. The study shows that the number of potential clients is higher than 600,000 and that the benefits of combined mobility are significant. It is comprised of three investigations: clients, attitudes of opinion leaders, and the role of Energy 2000.
CarSharing is Energy 2000's contribution to the promotion of public transportation. Since 1992, Energy 2000 has stood fast to what was once an uncertain innovation. It has supported the process of improving professionalism, has opened the doors to new partners for combined mobility, and has been a catalyst in product and market development. The dedication to implement given environmental and energy-efficiency goals also motivates us in our role as integrator. I thank our partners the Swiss Federal Railways (SBB), VBZ Züri-Linie, and Mobility CarSharing Switzerland for their valuable collaboration. It marks the beginning of a new chapter in the history of mobility.
With combined mobility - the third alternative in mobility - there are only winners: the clients, public transportation, the environment, and also cities. That is why Energy 2000 will continue to devote itself energetically to mobility management - the forming of mobility. At the moment, we cannot take any greater steps towards sustainable transport.
Ernst Reinhardt
Energy 2000, Head of the
Motor fuels Section
The Swiss federal government’s Energy 2000 action program has been supporting CarSharing and combined mobility since 1992 through a variety of actions. The desire expressed by the Federal Office of Energy to subject these support measures to an evaluation prompted the partners of "züri mobil" - alongside Energy 2000, these are Mobility CarSharing Switzerland, VBZ Züri-Linie and Europcar - to carry out a comprehensive analysis of CarSharing and combined mobility. The goals of their study were to find out whether the public funds were being put to appropriate use in order to achieve the set objectives, and to attain a better understanding of mobility patterns so that it would be possible to place combined mobility even more effectively on the market.
The study encompassed user groups, political and social
factors and an evaluation of the effectiveness of the support measures. The three reports
were carried out independently by the LINK Institute, Felix Davatz and IPSO. This summary
gathers the results of these reports together and derives findings from them based on the
survey carried out by LINK among existing and potential users concerning the influence of
CarSharing on mobility behaviour, and the existing and anticipated future savings in terms
of energy consumption.
1987: Birth of modern-day CarSharing
One hundred years after the invention of the automobile, which has since had such an impact throughout the industrialised world, especially in the form of the private car, the time grew ripe for the introduction of the public car. At the end of the 1980s, an organised form of CarSharing first came into being in central Switzerland, and shortly afterwards in Zurich, and around a year later was also introduced in Berlin. The idea behind these developments, which took place independently of one another, was very simple: instead of each individual person buying an own car, and then probably only using it less than one hour a day on average, a large number of people share a small number of cars that are reserved for them and used individually as required. In this way, the utilisation capacity of each car is higher, and considerable benefits can be achieved in terms of both cost savings and reduced impacts on the environment.
Rapid success
The idea of CarSharing soon met with remarkable success,
especially in Switzerland. Its sustained rapid growth, with the number of users more than
doubling every two years, gave rise to a standardised, high-quality service throughout the
country after only eleven years. By the middle of 1998, 900 cars were available for use at
600 locations in all regions of the country for the now more than 20,000 participants in
the scheme.
Locations of Mobility CarSharing Switzerland
"Mobility CarSharing Switzerland" now has a 40%
share of the European market, and is by far the largest such organisation in the world.
Other features which complete the picture of CarSharing in Switzerland include innovative
collaboration with public transport organisations, car rental firms and other such
partners, well-disposed media reports and a service that is growing increasingly
user-oriented and technologically ever more advanced.
Good public
transport service as a success factor for CarSharing
The general environment in Switzerland is very favourable for
the idea of CarSharing. The proportion of users of public transport is the highest in
Europe here, and services are constantly improving thanks to well-conceived timetables,
special tariff zones and new suburban railways. Public transport also enjoys a very
positive image, even among car owners. Efficient public transport services and a high
level of ecological awareness among the population are significant factors for the success
of a CarSharing scheme.
CarSharing successfully supported by Energy 2000
The Swiss federal government’s Energy 2000 action
program makes a positive contribution towards energy policy by initiating and supporting a
variety of actions aimed at more efficient use of energy. In 1992, it conducted a study in
which it established the energy savings potential of CarSharing, and since then its Motor
fuels Section has been supporting this innovative mobility scheme in the form of a number
of actions.
Source: Mobility, January 1998
With the aim of making CarSharing better known throughout the country and promoting its use, Energy 2000 has been successful in supporting the process of enhancing the level of professionalism among providers, initiating a self-supporting service in the French-speaking part of the country, and mediating the incorporation of CarSharing into "züri-mobil" - a joint venture between "VBZ Züri-Linie" (Zurich’s public transport service), Europcar and Energy 2000 aimed at overcoming the conflicts between private and public transport and providing the public with a service that encompasses all forms of transport under one roof. With the incorporation of CarSharing, this idea went on to make a breakthrough in 1996. This in turn had a positive influence on CarSharing, and the various providers joined forces to form "Mobility CarSharing Switzerland". As a result, the latter evolved into an attractive partner for collaboration on a nation-wide scale. On 1 September 1998, a new combined season ticket was launched together with Swiss Federal Railways, enabling holders to both travel by rail and use this CarSharing service. This combined form of mobility is available to around 2 million regular customers of Swiss Federal Railways at preferential conditions, and is also expected to entice thousands of others to start using trains and buses.
The LINK Institute carried out the most comprehensive survey to date among former, existing and potential users. The goals were to identify the demands placed on a CarSharing service by its customers, determine the degree of customer satisfaction and find out how users view the future prospects of CarSharing.
High degree of
awareness
Of the 3,150 adults questioned in the German-speaking and
French-speaking parts of Switzerland, 70 percent are familiar with the term
"CarSharing" or other synonyms. 50 percent also know what is meant by
CarSharing. The idea is better known in the German-speaking area, though it should be
pointed out that CarSharing has been available in this region twice as long as in the
French-speaking area.
Does it really work?
Certain doubts about the new service were expressed by the
340 potential users questioned. These did not so much concern fundamental reservations
about CarSharing as uncertainties about its practical side. The most frequently asked
question was: "Will a car really be available when I need one?" There were also
doubts as to whether it would be sufficiently convenient to get to the various pick-up
locations, whether there would be a wide enough choice of cars available, and whether they
would always be ready for use.
High degree of
customer satisfaction
The 690 existing customers questioned stated that they are
fundamentally satisfied with the scheme. They appreciate the punctuality and efficiency of
the service, the friendliness and helpfulness of the administrative staff, as well as the
high level of maintenance and safety of the vehicles. They are very satisfied with the low
vehicle age, the wide range of cars in the fleet and the degree of comfort they offer.
Two-thirds of them are able to reach "their" pick-up location for the car in
less than 10 minutes, though core towns offer more locations than rural areas. The
probability of obtaining a car at the desired time is around 95%. They find that the
chances are greater the earlier a reservation is made, and are higher during the week than
at weekends, when the demand from many private users tends to exceed the supply, with the
result that spontaneous use is not always possible.
Customers’ wishes taken
seriously
An ideal CarSharing scheme would offer everyone any kind of
car at any time and place, without restriction and at a low price, as well as provide
other mobility options at preferential rates. And Mobility is in fact making every effort
to make access to the system as simple as possible, adapt supply to demand to the maximum
extent possible, constantly increase the number of locations and broaden the range of
vehicles in the fleet. The continuing pronounced increase in the number of customers
permits a constant expansion of the fleet and its range of vehicles, as well as of the
network of locations. All this means that vehicle availability is improving constantly in
terms of both location and punctuality. Highly advanced technological options, such as
fitting vehicles with a GPS (global positioning system) device, automatic registration of
journey data and remote transmission of information to the co-ordination centre, bring
visions of open-end and one-way journeys within the bounds of possibility. Combined
mobility is already available at a preferential price in the form of "züri
mobil" and the combined car-sharing/rail travel season ticket. Mobility is also
working together with car rental firms in order to mediate additional beneficial offers at
home and abroad for its customers.
Promising outlook
The future of CarSharing is viewed differently by existing
customers and the general public. Three quarters of existing users consider that this new
form of mobility will continue to grow. By contrast, the majority of potential users agree
with the claim that CarSharing is only suitable for specific purposes, and will therefore
only grow to a limited extent. Only seven percent of those questioned feel that CarSharing
is merely a fashionable trend, and this optimism is nonetheless shared by two out of five
potential customers.
Over 20,000 existing users and a continuing pronounced customer growth of 50 percent or more are clear indicators that CarSharing is more than simply a minor niche product, and the LINK survey confirmed this. The present-day user profile already ranges from people with a strong ecological motive to pragmatically thinking people who primarily see CarSharing as an intelligent service. This tendency applies fully to the potential user identified by the survey. While certainly sensitised to ecological issues, it is practical motives which will increasingly be the motivation for new users to join the scheme. CarSharing will be used if it meets people’s own requirements to the greatest possible extent.
1.7 million potential
customers
The pre-requisites for participating in a CarSharing scheme
are the possession of a driving license, a place of abode that is not too remote and, for
those wishing to use it for travelling to and from work, a route which does not
necessarily have to be covered by car. Based on the representative survey in which 3,150
people were questioned, it is estimated that approximately 1.7 million people in
Switzerland fulfil the above criteria, i.e. would be able to use CarSharing: these
potential users live in the developed zones of municipalities with more than 2,000
inhabitants, possess a driving license for a passenger car, and, if they are employed and
currently travel to work using their car, would be able to use an acceptable public
transport service as an alternative, which would not increase their daily journey to work
by more than 30 minutes.
Great deal of interest in
CarSharing
By questioning potential users it was possible to estimate
the level of interest in CarSharing. The survey showed that 36 percent are fairly or very
interested in the idea, which corresponds to 600,000 people, or nine percent of the
population of Switzerland.
Influence on mobility behaviour
Increased CarSharing would significantly reduce the overall number of vehicles in circulation. More than 1,000 cars are required in order to satisfy the average motoring needs of 1,000 households in Switzerland. By contrast, 1,000 households with CarSharing users would only require 430 cars, even before they joined the scheme. After joining, 280 cars would suffice, with 220 cars remaining in the users’ households, and 60 placed at their disposal by the CarSharing organisation. The degree of utilisation of CarSharing vehicles is considerably higher, and they are not used for short distances as much as other cars. Customers tend to use CarSharing vehicles less frequently, and primarily for leisure-time activities, shopping expeditions and business trips. They make frequent use of environment-friendly forms of mobility, i.e. public transport, bicycles and their own two feet.
Pronounced orientation towards
ecological forms of mobility
Participation in CarSharing schemes means a move away from
individual cars towards ecological forms of mobility, with the result that the proportion
of mobility by public transport, bicycle and on foot can be increased from 63 to 75
percent. The average behaviour of motorists is exactly the opposite: here, three-quarters
of their mobility needs are covered using their own car.
People who give up their car as a result of joining a CarSharing scheme reduce their degree of car travel by around 6,700 kilometres (approx. 72%) per annum. This is partly compensated in that they travel more by motorbike (+ 1,300 kilometres p.a.), bicycle (+ 800 kilometres p.a.) and, above all, by public transport (+ 2,000 kilometres p.a.). In all, the average distance travelled by those who give up their motor car decreases by 2,700 kilometres per annum.
After joining a CarSharing scheme, the mobility behaviour of former car owners is remarkably similar to that of people who do not have access to a car. So while the mobility behaviour of CarSharing customers and people without access to a car is very similar, it differs greatly from that of car owners. This is referred to as reciprocal mobility behaviour.
Basis: 511 active clients, 340 potential clients
People who did not own a car before they joined a CarSharing scheme, or who use CarSharing additionally as a second car, only change their mobility behaviour very slightly. Those without a car tend to use CarSharing instead of borrowing a car from a friend or acquaintance. Customers with their own car often use CarSharing for business travel purposes.
Main benefit is to public
transport
Public transport forms the backbone for CarSharing customers,
and is used to cover around two-thirds of their mobility requirements. Here the increased
demand is not for commuter transport, but rather primarily for leisure-time and business
travel, most of which takes place outside of peak hours.
The 20,000 existing Mobility customers spend 23.2 million Swiss francs a year on public transport season tickets - around 2.6 million francs more than before they joined the scheme. With full exploitation of the user potential, public transport will be able to increase its revenue by over 300 million Swiss francs thanks to increased sales of season tickets alone.
Greater freedom of choice
thanks to lower fixed costs
The mobility behaviour of CarSharing customers is not only
more strongly oriented towards public transport and other ecological forms of mobility. In
addition to using car-sharing vehicles, they also make use of other types of transport
such as hire cars, taxis, motorbikes and scooters to a greater extent. This tendency is
very significant, for it means that the longer people use CarSharing, the less they
actually use the CarSharing vehicle. They learn to make better use of existing
alternatives and to organise their car travel more efficiently.
With CarSharing, customers no longer need to keep their own car, and are therefore able to save the associated fixed costs. The money thus saved is then at their disposal for other activities, and when they spend money for mobility purposes, they want the best possible price-to-performance ratio. Since public transport is both cheaper and more ecological, it represents the right balance for people without their own car.
On average, "Mobility" customers consume less than half the amount of fuel used by potential customers. Users of a CarSharing scheme potentially consume up to as much as 57 percent less fuel.
Individual
effects
People who give up owning a car use ecological forms of
mobility (public transport, cycling, walking) to a far greater extent, and this results in
huge savings of up to 57 percent in fuel consumption. Those who did not own a car before
joining the scheme fully compensate the minor increase in car travel through the use of
more economical CarSharing vehicles.
Basis: 511 active clients, 340 potential clients
Those who already possess a car and use CarSharing as a second vehicle consume slightly more fuel. CarSharing customers generally consume significantly less fuel (-55%) than is the normal case with car owners. "Mobility" customers consume 9,800 megajoules p.a. on average, which is less than half the fuel requirements of potential customers (22,100 megajoules p.a.).
Energy-savings potential
The overall impact of CarSharing depends on two factors: the
number of users and the proportion of those who give up owning their own car. As the
customer potential is increasingly exploited, the proportion of people from households
with an own car decreases. Thus the level of customer-specific energy savings decreases
from the current 4,200 megajoules p.a. to a future figure of 6,400.
Basis: 511 active clients, 340 potential clients
The potential fuel savings in the field of motorised transport amount to 4,200 terajoules p.a. This is offset by a theoretical increase in fuel consumption in the field of public transport of 300 terajoules. This additional consumption is theoretical since in particular it should be possible to more fully exploit already existing capacities in public transport in practice.
Positive opinions from experts
Among questioned experts and opinion-leaders in the fields of politics, economics and transport, the view was expressed that CarSharing represents an important complement to public transport. "zuri mobil" attracted particular attention; this kind of combined mobility product is regarded as innovative and highly-promising, while "Mobility" itself is perceived as a professionally managed organisation and a genuine enrichment of the mobility market. They are also able to envisage increasing co-operation between CarSharing schemes and car manufacturers and importers over the longer term, as well as with other motorised transport organisations. With respect to government support, they recommend focusing on the communication of the benefits of CarSharing and combined mobility, as well as on the promotion of other innovative partnerships. They regard the prospects for CarSharing as positive, if despite growing numbers of users it is possible to not simply maintain the present quality level, but to continue improving it.
The actions supported by Energy 2000 in favour of CarSharing are judged by the IPSO Institute in a positive light: membership figures continue to increase, and it has proved possible to reach new segments of the population. The service has been expanded throughout the country and the density has been increased, and the co-ordination with Mobility CarSharing Switzerland has led to a standardisation of services and opened up the way for co-operation on a national level. The importance of the projects directly supported by Energy 2000 is assessed as medium to high, and the associated learning processes are considered to be of even greater significance. Energy 2000 began to support the development of CarSharing and its organisational processes at an early stage, and encouraged providers to set their sights high. An emphasis was also placed on the door-opening function performed by Energy 2000, for this resulted in the integration of CarSharing into strategically decisive forms of collaboration with other types of transport, thus permitting the successful establishment of combined mobility schemes on the market.
Whether CarSharing is to continue receiving the support of Energy 2000 depends on the future orientation of this action program. In view of the still considerable potential of CarSharing, each invested franc promises to be used effectively, since it will be possible to continue achieving a very pronounced leverage.
The mobility behaviour of the general population is mainly characterised by the use of an own car. 75 percent of travel requirements are met using private forms of transport, and only 25 percent using more ecological forms. People who have full access to a car use it for more than 80 percent of their travel requirements. Since they are so accustomed to using their car, this means they also do so even for very short distances, or in city centres where it is often very difficult to find a parking space. They barely even consider the advantages of using a bicycle or public transport. On the other hand there are also those who do without a car, either for financial reasons, because they do not need one or out of ecological considerations. CarSharing opens up a third option to fill the gap between extreme car use and non-ownership: use of a car "on call".
CarSharing vehicles are used when they offer objective advantages with respect to the transport of goods or whole families, and if there is a degree of flexibility in terms of time and choice of route. Sometimes, of course, they are also used strictly for leisure-time purposes. Generally speaking, shorter distances are covered on foot or by bicycle. Wherever public transport represents a convenient option, this is the first choice. Routine journeys to and from work or for shopping purposes, etc., as well as business or leisure-time trips, are made without using a car, and it is only for special needs that people turn to CarSharing, car hire or the use of taxi services.
Sustained growth, considerable potential for new customers and a positive assessment by experts show that there is a great deal of potential for development in the field of combined mobility, and that CarSharing is the decisive key here. It creates cost transparency and evens out imbalances in terms of convenience and spontaneity. It is only in this way that the benefits of all available means of transport can really be used to the full.
In Switzerland, CarSharing and combined mobility have already met with considerable success, and in order to make these options more competitive versus private car ownership, it is necessary to continue adapting the range of services to meet customer requirements. A customer-oriented solution needs to be found for each mobility requirement, regardless of the location or time of day concerned. Public transport services need to be made more flexible and convenient, as well as more comprehensive. It is important that CarSharing itself becomes perceived as the better alternative: as a scheme offering access to a car anywhere and any time, at lower cost and without the burden of having to look after it.
The outlook for CarSharing is regarded as extremely positive, not only in the private-user segment, but also with respect to the business the public sectors. Here the demand is no longer for single vehicles as in the private-user segment, for corporate customers often require entire fleets. So a well-organised car-sharing scheme for corporate users needs to offer an ideal balance between demand and supply.
CarSharing and combined mobility schemes are innovative and genuinely contribute towards an easing of transport problems. They are therefore deserving of continued support. Promotion may take the form of direct support for the operators themselves, assistance in expanding existing networks to form new types of implementation platforms for combined mobility, or improvement of the background conditions. The goal should be to bring about an integration of all forms of transport to the benefit of users, and the way to achieve this lies in providing continued support for innovative ideas and adapting the general environment to the new situation.