Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Could car-sharing be a more private alternative to public transport?
  • Could car-sharing be a more private alternative to public transport?
    DriveNow (2014) ©
CASE STUDY

DriveNow: Germany's convenient car-sharing

As Millennials increasingly perceive ownership as a burden, car-sharing companies like DriveNow are changing the game. From Dusseldorf to Munich, they’re catering to an ever-growing percentage of young Germans for whom owning a car is no longer a viable or ‘cool’ thing to do.

Location Germany

Scope
“Before, you could buy a car and park anywhere and insurance wasn’t that expensive,” says Mauricio Sabater, a 27-year-old project manager from Berlin. “Now, everything is triple. Given the situation, if you have so many mobility alternatives, why would you own a car?” [1]

As Millennials increasingly perceive ownership as a burden, car-sharing companies like DriveNow are changing the game. From Dusseldorf to Munich, they’re catering to an ever-growing percentage of young Germans for whom owning a car is no longer a viable or ‘cool’ thing to do. [1] And with a ...

Canvas8

Related

  • Article image Who's fixing life's little things?

    As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Enter the modern challenger brand.

  • Article image Adulthood: a big commitment

    Sidestepping conventions of adulthood, 20-somethings are exploring who they want to be and evading responsibility for a while. But how do you figure out a generation that can't keep still?

  • Article image Software by subscription: will Adobe reign from the cloud?

    Adobe is taking a bold step onto the cloud. But with only 22% knowing what the cloud is, will flexible, tailored pricing models be enough to convince people they're getting value for money?

  • Article image Rent it: GM rethink ownership

    General Motors are giving six million drivers the chance to rent out their cars to others, showing how brands can capitalise on a consumer shift from ownership to access.