Launching in late 2016, CarBar is an Australian online vehicle marketplace offering people the chance to trial a car before they buy it; and it’s seen an 87% success rate, selling over 1,000 cars. It's launching CarBar+ to cater to changing needs of drivers-to-be Down Under. The additional service is a subscription-based model that gives people access to a range of vehicles to hire on a monthly basis from $169 per week, with no fixed-term contract. "Our vision around the vehicle ownership experience was to push towards allowing people greater access to vehicles and to develop a new mindset around ownership, which led to a subscription model," says Desmond Hang, CarBar's founder and CEO.

The long-term cost of ownership has Gen Rent seeking cheaper alternativesAndraz Lazic (2018)

In Australia, car ownership rates are increasing and 51% of the population have access to two or more cars. But with Gen Yers no longer seeing a car as a symbol of freedom, they’re opting for cheaper alternatives when getting around. As a result, ride-sharing apps or on-demand car ownership schemes are increasing in popularity as people want their transport options to fit around their lifestyles as seamlessly as possible. "Society is right now at the point where it’s going to become very normal to think about sharing whatever you possibly can," explains James Rosenwax, market sector director of cities at Aecom, talking about how we’ve reached 'peak car'. "It’s actually going to enhance your whole car experience because you’re not tied down to that one car."

Hannah Elderfield is a Senior Behavioural Analyst at Canvas8,which specialises in behavioural insights and consumer research. She has worked with global clients including Facebook, BelVita, Wagamama, the UK Government, the FCO and Superbrands. Outside of work, she loves indulging in bottomless brunches, watching trashy TV shows, and walking her golden retriever Baloo.