Implementing Sustainable Mobility
Car sharing is clearly gaining momentum in Utrecht. The city facilitates car sharing initiatives with around 200 shared cars at the moment. This number has grown rapidly by approximately 30 percent over the past few years. On average, one shared car replaces three to five privately owned vehicles. Most carsharing users live in and around the city centre, particularly in neighbourhoods with paid and reserved parking spaces. Recently new markets were identified in the residential areas in the outskirt of the city. In these areas shared cars and peer-to-peer car sharing (rent your privat car) can replace also the growing number of second cars.
The main objectives of the measure are to:
>> Maintain the growing uptake of shared cars;
>> Have 400 more households apply for car sharing;
>> Raise awareness of car sharing, address prejudices and misconceptions;
>> Reduce private car mileage in urban and residential areas.
How is the measure progressing
Utrecht started the measure with a market research that looked into the lifestyles and characteristics of potential car sharing users. The research was completed in 2011 and consisted of desk research, interviews and an online survey in which more than 1,000 people participated. It resulted in a segmentation by region, age, lifecycle phase, education and values. The segmentation has formed the basis for a targeted pilot campaign to generate support for car sharing among selected neighbourhoods in the course of 2012.
Inhabitants are being actively encouraged to visit the website Utrechtdeelt.nl (translated: Utrecht shares). The website contains information about carsharing. Visitors can indicate on an interactive map where they would like a parking place for a shared car . The market for car sharing will be more demand-based now. Utrecht works together with marketing company Emotion and networkagency Nudge. Nudge is a consumer platform with over 25.000 members working on a sustainable society.
If the pilot is successful, the concept will be rolled out in other neighbourhoods, as well. Evaluation of the scheme will take the use and number of available shared cars in the targeted neighbourhoods into consideration, as well as the number of new users and changes in awareness, perceptions and interest in the car-sharing offer. Associated costs and the number of parking spots will also be taken account of.
What are the expected results of the measure
>> To implement a bottom-up car sharing system in at least two neighbourhoods;
>> Actively involve residents and companies to create a demand-based market for car sharing; and
>> Increase the use of car sharing and reduce the private car mileage.
Contact: Marijn Kik