Deliverable Transferability Matrix Author: Graham Lightfoot, Mendes Limited

Transcription

1 mre ptins fr energy efficient mbility thrugh Car-Sharing mm Car-Sharing Mre ptins fr energy efficient mbility thrugh Car-Sharing Grant agreement N.: IEE/07/696/SI Deliverable Transferability Matrix Authr: Graham Lightft, Mendes Limited Start date f the actin: Octber 2008 End date f the actin: September 2011 Duratin (in mnths): 36 Mnth Crdinatr name/ rganisatin/ / telephne number: Michael Gltz-Richter Free Hanseatic City f Bremen Ministry fr Envirnment, Cnstructin, Transprt and Eurpean Affairs Ansgaritrstr. 2 D Bremen Germany Telephne: (direct line ffice) Fax: mbile Michael.Gltz-Richter@umwelt.bremen.de

2 1. Intrductin and guidelines 1.1 Intrductin The transferability matrix is designed as a wrking tl t assist stakehlders in existing and ptential new lcatins fr Car-Sharing systems t design, plan and implement new Car-Sharing systems in lcatins where nne already exist and/r new Car-Sharing services in lcatins where they d already exist and/r where imprvements t existing Car-Sharing systems and services are needed. The matrix is based n the experience f existing Car-Sharing peratrs within the MOMO-CS cnsrtium and elsewhere, with infrmatin als taken frm reprts n the state f the art f Eurpean Car-Sharing and interperability and c-mdality. Interperability means that custmers f ne Car-Sharing peratr can use the services f ne f mre ther peratrs withut having t becme a custmer f the ther peratrs. C-mdality means that custmers f a Car-Sharing peratr can use ther transprt mdes, such as public transprt as part f a jint arrangement including use f a single smartcard, cmmn branding r jint prmtinal activities fr example. 1.2 Guidelines fr use f the transferability matrix The transferability matrix f key characteristics fr successful Car-Sharing and the ptential barriers t implementing successful systems/services and vercming them is t be used by stakehlders as an assessment tl t identify whether such characteristics and barriers exist in the lcatin(s) where they want t implement new systems and/r services and fr cmparisn with the related cnditins in the selected lcatins t ensure that they are favurable fr the implementatin f new systems and/r services. The matrix is set ut in sectin 4. The assessment prcess shuld be undertaken in wrkshps with key stakehlders at each lcatin. The key stakehlders t be invlved are identified in sectin belw and wuld als be cnsidered as partners fr the planning and implementatin f the new systems and/r services. The assessment prcess shuld cntinue with site visits by experienced Car-Sharing peratrs and ther experts t analyse the lcal market and the capacity f ptential peratrs selected t implement the new systems/services and t prpse remedial actin t imprve the perfrmance f existing less successful peratrs. The assessment prcess shuld then be fllwed by the preparatin f business plans fr the lcatins selected and fr which the assessment prcess will prvide useful infrmatin.

3 2. Key characteristics f successful CarSharing peratins 2.1 Success factrs Suitable/apprpriate partners These include: gvernment at varius levels, lcal, reginal and natinal prviding: financial supprt fr bth the initial stages and n an nging basis plitical supprt t define car-sharing and t include car-sharing in their plicies and strategies linking with municipal and state wned public transprt cmpanies legal supprt, fr example allwing the use f public and n-street spaces fr parking car-sharing vehicles and prviding fficial rad signs t supprt car-sharing in such lcatins lcal cuncils using car-sharing instead f, r as a supplement t, their wn fleets scrappage scheme, which prvides the ptins t scrap a car and exchange it fr seasn tickets n public transprt, bicycle purchase, registratin fees fr car-sharing and cycle hire services public transprt peratrs: fr jint prmtinal activities and integrated ticketing, thereby fstering car-sharing as a cmpnent f the public transprt system as sharehlders in the car-sharing perating cmpany experienced system prviders, including: lngstanding car-sharing peratrs suppliers f relevant technlgies, e.g. fr accessing vehicles and mnitring their use well-knwn and experienced lcal partner invlved in mbility actins cntributing: their wn financial resurces premises (ffice space, strage space, meeting & training facilities) available and enthusiastic staff t take n management, administratin, accunting, planning, prmtin, marketing, technical supprt and peratins functins ther useful partners include: natinal autmbile assciatin(s) car rental cmpany(ies) taxi cmpany(ies) public and private parking prvider(s)

4 2.1.2 Adequate financial resurces fr bth the start up phase and fr expansin t new lcatins and/r fr new service features Use f mdern technlgy This wuld include: bking and custmer supprt systems and sftware fleet management and maintenance systems and sftware billing and reprting systems and sftware vehicle access and mnitring f use systems and sftware marketing and prmtinal methds Quality f service, which is very imprtant fr wrd f muth prmtin and recruitment f new custmers and fr retentin f existing custmers Integratin with ther mdes Integratin with bth lcal and lnger distance public transprt services, thrugh jint prmtinal and marketing activities, jint ticketing and multi-mdal smartcards Nature f ptential users/custmers Experience and infrmatin frm lng-standing peratrs indicate that the typical custmer prfile is the intelligent urban cnsumer with abve average incme and educatin. Other related defining factrs include: peple with less access t a privately-wned mtr car peple with a higher use f nn-car mdes t undertake regular jurneys t wrk, schl r cllege, and shrter jurney times t these destinatins peple living in husehlds with a lwer prprtin f age dependent residents peple living in multi-ccupatin buildings, and wh are therefre mre likely t face n- and ff-street parking difficulties Site/lcatin characteristics It is imprtant t identify the mst apprpriate lcatins, e.g. city, twn, neighburhd, in which t start a system and t place car statins. This prcess includes searching fr areas that have a high cmbinatin f factrs, such as: higher ppulatin and jbs density higher than average incme and scial class higher emplyment rates higher affluence, lwer deprivatin scres being able t supprt a sustainable lifestyle and prmte multimdal transprt use, e.g. key services within walking distance, gd public transprt links, lcal emplyment and residential densities that are sufficient t supprt a walkable city/twn/neighburhd with sufficient pressure n the existing rad netwrk and parking prvisin t make car wnership becme less and less attractive t lcal residents. The availability f an interested business use partner, e.g. lcal cuncil, university, develpment cmpany, will help t quickly establish a mix f business and residential use maximising utilisatin f the vehicles and making it mre likely that financial viability is achieved quickly.

5 2.1.8 Marketing and prmtin Experience has shwn that the mst effective way f marketing and prmting car-sharing is thrugh wrd f muth, primarily invlving existing custmers. A variety f ther media are used and these include typically: Leaflets with varying amunts f infrmatin frm brief intrductry nes, which draw peple t a website, t mre detailed nes setting ut the cncept, the service ffered and the tariffs. Psters with limited snappy slgans. Websites assciated with making bkings r reservatins, changing them r cancelling them. Depending n whether it has been pssible t invlve key partners, such as public transprt peratrs and/r lcal cuncils, jint publicity campaigns r cmbined smartcards and ther frms f integrated ticketing. Intensive prmtinal activities in the target neighburhds Press releases and generatin f media reprts Attractive, visible lcatins and cars/vans/mpvs The existence f any f the abve which can be utilised, translated etc., wuld greatly assist in the transferability prcess fr assessing the viability f new systems and/r services.

6 3. Ptential barriers t implementing successful systems and/r new services 3.1 Plitical/legal cnstraints Lack f specific natinal legislatin n CarSharing as part f lcal public transprt The lack f a definitin f Car-Sharing within natinal legislatin as a recgnised frm f lcal public transprt is likely t prevent the srt f cllabrative arrangements, which benefit bth Car-Sharing peratrs and public transprt peratrs alike Inability t use n-street parking spaces One fundamental cmpnent f Car-Sharing infrastructure is the reserved Car-Sharing statins at selected lcatins where custmers pick up and return vehicles. These shuld be lcated as near as pssible t the hmes f individual custmers and t the wrk lcatins f cmmercial custmers. Frm custmer surveys, it has been established that a walking distance f 500 metres frm the custmer is ideal. Beynd 700 t 800 metres, custmer take-up is markedly reduced. Fr custmers wh travel t Car-Sharing vehicles by ther frms f transprt frm farther away, it is useful fr the statins t be reachable by public transprt. Depending n the legal situatin, the distributin f statins in a city r district can act as either a cnstraint r as encuragement fr custmer grwth: 1. Majr cnstraint: natinal legislatin which des nt allw the designatin f Car-Sharing statins in public street space, as is the case in Germany, Austria, and Switzerland. Because f this, in sme cases Car-Sharing prviders cannt build new Car-Sharing statins in densely-built areas near city centres where frm the perspective f attracting new custmers they are mst urgently needed. Lcal cuncils give up in the face f unavailable legal basis. 2. Medium cnstraint: natinal legislatin des nt specifically allw Car-Sharing statins t be designated in public street space, but it als des nt expressly prhibit it. C-perative lcal authrities interpret this using their wn discretin t establish Car-Sharing statins in public street space. This is handled in many ways, fr example, in Crk, Helsinki and large Italian cities. Several German cities have creatively interpreted the applicable existing legal situatin identified in this situatin and in individual cases made exceptins and identified pssibilities fr authrisatin. 3. Minr cnstraint: natinal lawmakers have turned ver t lcal authrities the right t determine wh can make a claim t public street space. This is the case in Belgium and the Netherlands. There, the lcal administratin generally tgether with Car-Sharing prviders decides where new Car- Sharing statins shuld be established. In n case, hwever, is the lcal administratin bliged t designate public street space (at the requested lcatins). The respnsible authrities decide n a case-by-case basis accrding t the criteria f the lcal cnditins and plitical stipulatins Cntradictry plicies ( scrappage scheme nly allwing purchase f a new car) In mst Eurpean cuntries, Car-Sharing is recgnised in transprt plicy as an envirnmentally beneficial and climate-friendly mbility service. The better the psitive effects are dcumented and cmmunicated, the sner Car-Sharing will als gain supprt frm the plitical side. Even such supprt des nt, hwever, prevent setbacks. This was demnstrated clearly when several Eurpean cuntries in the face f the financial crisis and a cncurrent drp in new car sales decided t ffer massive supprt measures csting billins f Eur, which are incmpatible with fficially-declared medium- and lng-term transprt and envirnment plicies. The scrappage bnuses established in several Eurpean cuntries are examples f this. The bnuses, which subsidise new car buyers int the thusands f Eurs, were pushed thrugh withut any strng envirnmental cnditins being placed n them. Users f envirnmentally-friendly transprt mdes have walked away empty-handed, having received n financial supprt within the framewrk f this natinal car manufacturer supprt campaign. Car-Sharing prviders culdn t benefit frm it either. On the cntrary, in spring 2009, they were negatively affected by lnger than usual delivery times fr the small cars typically prvided by Car-Sharing services.

7 3.1.4 Hidden subsidies related t car wnership & driving (externalities, taxes & incentives) The Car-Sharing fee system is set up such that the csts are laid ut very transparently and n incentive exists t use a car mre than is necessary. In cntrast, the csts f car wnership and driving are bscured by hidden subsidies (which als indirectly affect Car-Sharing). 1. External csts f car wnership and driving There are, n the ne hand, the external csts f car wnership and driving. External csts f transprt are csts that are caused by, but nt paid fr by, drivers. Instead, they are impsed n the public in general. Amng these are envirnmental csts, the cnsequences f air and nise pllutin, and encrachment int natural areas. Because these csts aren t paid fr directly by the driver whenever they drive, the result is an underestimatin f the csts f car driving as cmpared t transprt mdes that generate fewer external csts. The German federal Envirnment Ministry estimates that, n average, the external envirnmental csts f car traffic is in the rder f 2.9 cents per vehicle kilmetre. If this were applied t fuel csts, this wuld mean an increase in the petrl price f abut 37 cents per litre. That s an rder f magnitude that wuld have a nticeable impact n the amunt f driving dne in private vehicles, as the market-induced petrl price increase f 2008 shwed. The cst efficiency f Car-Sharing wuld therefre becme mre apparent t drivers. 2. Gvernment fees as financial instruments Very little financial directin is prvided ver state fees fr new (r nearly-new) cars in Eurpean cuntries. A cmparisn f 27 Eurpean cuntries shwed that the state determined ttal taxes fr a private car based n a cmpact car with petrl engine and 15,000 annual kilmetres in the first fur years add up annually t between 840 (in Rmania) and 4,600 (in Denmark). In the cuntries with abve-average tax levels, vehicle licensing fees play a specific rle. They accunt fr 2,650 annually in Denmark, 1,590 annually in Nrway and in Ireland 1,040 annually. Abveaverage verall taxes n car wnership are als levied in Belgium, Finland, Malta and the Netherlands. Such taxes nticeably influence the decisin t buy a new car. Cnversely, absent r belw average licensing taxes r verall state taxes can act as a fiscally preferential treatment f private car wners. 3. Tax incentives fr cmpany vehicles In businesses, it has becme increasingly ppular t purchase cmpany cars nt nly t meet wrkrelated mbility needs, but als t serve as bnuses and incentives fr emplyees abve a certain level. The tax system supprts the purchase f mre r less privately used cmpany cars with generus rules, making it mre difficult t intrduce ratinal cmpany car use mdels in the frm f business Car-Sharing Faith in the technical fix rather than prmtin f sft measures In plitical circles, the hpe is widespread that mdern vehicle technlgy will slve ur current traffic-induced prblems. In the past, this has led t, amng ther things, the willingness f EU plicymakers and als natinal legislatures t accept self-regulatin f the autmbile industry in the reductin f fuel cnsumptin and related CO2 emissins. Accmpanying measures such as awareness raising amng drivers thrugh mbility management and infrmatin campaigns, in cntrast, were carried ut half-heartedly if at all Cnstraints in the design & implementatin f sft mdes & measures Car-Sharing is designed as an integrated service which seeks cllabratin with the s-called ecmdes (buses and trains, cycling and walking). The fee structures f Car-Sharing are generally tailred s that Car-Sharing use is less expensive than driving a new private car s lng as ne desn t need a car every day. Fr many private Car-Sharing custmers, this supprts an attitude t driving in which Car-Sharing use is cmbined with the ec-mdes fr daily jurneys. It fllws that any stimulatin f the envirnmentally friendly mdes f transprt als benefits Car-Sharing. The better the envirnmentally friendly mdes f transprt are regarded by the general public and by lcal r reginal pliticians, the mre Car-Sharing als prfits as the general ppulatin is made aware f the advantages f cmbining mdes. Cnversely, this means that cnstraints and barriers in the design and further develpment f the ec-mdes are als detrimental t Car-Sharing.

8 3.2 Individual cnstraints Limited/inadequate understanding f the cncept One f the biggest cnstraints t grwth in Car-Sharing is the limited r inaccurate knwledge f its functinality and manageability. Sme cnfuse rganised Car-Sharing with the infrmal lending f a private car amng friends and family members, while sme peple dn t knw the difference t cnventinal car rental. Even where, in principle, there is an awareness f the existence f a Car- Sharing service, again and again, findings shw that this knwledge desn t accurately reflect the facts. Prejudices exist particularly amng peple wh have n persnal experience f Car-Sharing use, the availability f cars, the dependability f the bking and access systems, and the custmer rientatin f the system as a whle. Cuntless surveys reveal significant differences in the way custmer-related aspects f the existing service are rated: Car-Sharing custmers generally rate these aspects decidedly mre psitively than nn custmers, wh lack experience with the actual cnditins f use and rely instead upn prejudiced r inaccurate half-knwledge Emtinal attachment t ne s wn car Even if their persnal mbility needs were well-suited t it in every way, nly a prtin f the ppulatin is prepared t chse the cmbinatin f the ec-mdes f transprt (bus, train, bicycle, walking) tgether with Car-Sharing. Individual preferences, mbility rientatins and the images assciated with varius mdes f transprt deter them frm seeing shared cars as a mbility ptin. In such circles, the private car is seen and used nt nly as means f transprt, but als r even predminantly - as an image-laden status symbl and an expressin f prsperity. This scial image is even mre strngly supprted by natinal plicy the mre significant dmestic autmbile prductin is t the natinal ecnmy. With the diversificatin f the mdern, urban lifestyle, this mdel f use is gradually breaking dwn in certain segments f the ppulatin. With the gradual integratin f pst-materialistic values in the lifestyles f the urban ppulatin, the principle use rather than wn is gaining mre and mre meaning t the pint that even the inner circles f car manufacturers, in their discussins f future business mdels, talk abut hw t incrprate this philsphy. Nnetheless, the principle expressed in car advertising f freedm that nly the private car ffers and the emtins that are expressed thrugh the wnership f a car still prevails Lack f understanding f the true cst f ne s wn car Abve, we described hw plitics and car manufacturers have a hand in cncealing the real csts f private car use, but car wners themselves als play a rle. Fr ne thing, fuel csts are ften the nly cst f use that car wners cnsciusly calculate. In cuntries where mtrway use fees als apply t private cars, r where cngestin fees are charged fr entering a certain area f a city, these csts are als likely t be included in mental cst calculatins. In cntrast, wear and tear, parking fees, annual vehicle taxes, seasnal tyre changes, and ther use-related csts are ften verlked in the verall view f the cst. This leads t an inaccurate estimatin by many vehicle wners f the true ttal cst f car wnership. In cmmercial fleet management t, nly recently has the financial crisis led t a mre accurate and cmplete cst accunting. In articles in industry magazines, nly in the past year r tw has the expressin TCO (Ttal Cst f Ownership) appeared regularly, reflecting increasing cst awareness in the face f cmpanies sinking investment capital High fixed csts f car wnership The high initial csts f a private vehicle seriusly and understandably reduce the willingness f car drivers t chse the mst apprpriate mde f transprt fr each individual jurney. The depreciatin f a new (r nearly-new) vehicle is seen as unavidable, leading t the attitude: since I ve paid fr the car, I shuld use it as much as pssible Such an attitude blinds car wners t the specific strengths f ther mdes f transprt fr certain jurneys at certain times and inhibits an ptimised and efficient use f all transprt mdes. The cst structure f Car-Sharing is exactly the ppsite, making it a perfect fit with the cngestin-reducing ec-mdes. The basic prblem thus becmes hw t lure drivers away frm the fixed cst-dminated cst structure f car wnership t clear the way fr a greater willingness t use the mst apprpriate mde fr each jurney.

9 3.2.5 Time gap between the decisin t sign up fr car-sharing and the end f a private lease cntract n ne s wn vehicle Peple might have decided t sign up with their lcal car-sharing prvider, but find themselves stuck with a lease cntract n their existing vehicle, which has a few mnths still t run. This means that they either delay cmpleting the sign up prcess r have t recnsider signing up at all. 3.3 Financial cnstraints Raising cash fr new start ups, as CarSharing is nt a quick high return mdel nt usually anyway! Obtaining investment fr new business start ups is really difficult in the current financial and ecnmic climate. As CarSharing des nt usually give a quick high return n investment, venture capitalists and ther similar investrs either will nt invest at all r require an immediate and high return n their investment thus causing cash flw prblems fr any new business Credit crunch Bank lending has becme very prblematic fr small businesses in the current financial and ecnmic climate hwever gd the business case. Recent experience has shwn banks changing their minds frm week t week n what their lending practices are. Fr example they might require impssible persnal guarantees r cllateral n lans; r quite simply just decide that financing cars is n lnger smething they wish t d anymre Depreciatin f the used car market Many peple signing up with CarSharing peratrs ften d s having sld their first r secnd family car. Hwever, depreciatin f the used r secnd-hand car market has meant that peple can n lnger sell their cars fr the price previusly expected r even find that they are unable t sell their car at all Insurance accessibility and price Despite the existence f the Single Eurpean market fr many years, insurance cmpanies treat each member state as a separate market. Insurance cmpanies which prvide cver t CarSharing peratrs in ne r mre EU member state will nt necessarily prvide cver in yur cuntry. Obtaining insurance cver at the start is als very difficult as there is n track recrd, the number f vehicles is usually quite small and, if there are nt any ther peratrs in a particular cuntry, they have nt gt ther lcal experience t cmpare the ptential risk with and are unlikely t understand the cncept. S, they will either nt be prepared t prvide cver, but will d s at a very high cst, r will assume that CarSharing is similar t car rental and qute n the basis f that type f peratin where risks are much higher. 3.4 Infrastructural cnstraints Finding apprpriate sites fr car statins Car statins serve as prmtinal sites as well as prviding parking spaces, s it is essential that they have a high visibility and a gd image. It is als imprtant that they are safe and secure, especially when it is dark. They shuld ideally be lcated near t public transprt and ther ec-mdes. Lcating car statins undergrund r in multi-stry car parks can prevent cmmunicatin between the bking server cmputer and the nbard cmputer in the vehicle and this can cause majr prblems fr accessing the vehicles independently Bad public transprt Experience has shwn that CarSharing custmers use public transprt mre than ther drivers and s bad public transprt will inhibit their signing up t a CarSharing service. Bad public transprt will als make it much harder fr CarSharing custmers t access car statins, especially when they might nt be able t bk a vehicle at their nearest r favurite car statin.

10 3.4.3 Easy access t parking This is a key requirement fr CarSharing, s nt having access 24/7 t car statins can reduce the perfrmance f a CarSharing service. In additin, the layut f a car statin r the parking spaces can create prblems, which might results in minr accidents within the car park r at the lcatin f the car statin. 3.5 Technical cnstraints Ensuring adequate mbile phne cverage (undergrund car parks, rural areas) Cmmunicatin between the bking server cmputer and the CarSharing vehicles r lckers cntaining the keys is usually carried ut ver the mbile phne netwrk using SMS. Cverage in undergrund car parks and in rural areas might nt be very gd and s cmmunicatins becme difficult r even impssible. 3.6 Marketing issues Nt being sure as t the mst effective ways t prmte car-sharing at start up (new cuntry r city) and/r at new develpments (e.g. new car statin, new neighburhd). There are many ways f prmting new and existing prducts and services. CarSharing is n different, but is in many ways a lifestyle chice and s a lt f things cme int play, such as cultural differences between cuntries and regins and even between lcatins in the same regin. Lcal knwledge is very imprtant and s develping links with strategic partners in a new cuntry, regin and even cmmunity is essential fr the successful prmtin f bth new and existing CarSharing services; s t are the new nline tls, such as Facebk and Twitter.

11 4. Assessment f key characteristics and vercming barriers 4.1 Relate them t the actual cnditins in chsen lcatins ( d they exist?) The table belw can be used as a template fr assessing the key characteristics fr success against thse identified in ptential city/twn/neighburhd. Key characteristics Already exist(s) Pssible Nt pssible Suitable/apprpriate partners: gvernment at varius levels, lcal, reginal and natinal prviding: financial supprt fr bth the initial stages and n an nging basis plitical supprt t define and include car-sharing in their plicies and strategies linking with municipal and state wned public transprt cmpanies legal supprt, fr example allwing the use f public and nstreet spaces fr parking car-sharing vehicles and prviding fficial rad signs t supprt car-sharing in such lcatins lcal cuncils using car-sharing instead f, r as a supplement t, their wn fleets scrappage scheme t exchange private cars fr ther mdes, including car-sharing public transprt peratrs: fr jint prmtinal activities and integrated ticketing, thereby fstering car-sharing as a cmpnent f the public transprt system as sharehlders in the car-sharing perating cmpany experienced system prviders, including: lngstanding car-sharing peratrs suppliers f relevant technlgies, e.g. fr accessing vehicles and mnitring their use well-knwn and experienced lcal partner invlved in mbility actins cntributing: their wn financial resurces premises (ffice space, strage space, meeting & training facilities) available and enthusiastic staff t take n management,

12 administratin, accunting, planning, prmtin, marketing, technical supprt and peratins functins ther useful partners include: natinal autmbile assciatin(s) car rental cmpany(ies) taxi cmpany(ies) public and private parking prvider(s) Adequate financial resurces fr bth the start up phase and fr expansin t new lcatins and/r fr new service features. Use f mdern technlgy: bking and custmer supprt systems and sftware fleet management and maintenance systems and sftware billing and reprting systems and sftware vehicle access and mnitring f use systems and sftware marketing and prmtinal methds Quality f service, which is very imprtant fr wrd f muth prmtin and recruitment f new custmers and fr retentin f existing custmers. Integratin with ther mdes Integratin with bth lcal and lnger distance public transprt services, thrugh jint prmtinal and marketing activities, jint ticketing and multi-mdal smartcards. Nature f ptential users/custmers: intelligent urban cnsumer with abve average incme and educatin peple with less access t a privately-wned mtr car peple with a higher use f nn-car mdes t undertake regular jurneys t wrk, schl r cllege, and shrter jurney times t these destinatins peple living in husehlds with a lwer prprtin f age dependent residents peple living in multi-ccupatin buildings Site/lcatin characteristics: higher ppulatin and jbs density higher than average incme and scial class higher emplyment rates

13 higher affluence, lwer deprivatin scres key services within walking distance gd public transprt links lcal emplyment and residential densities that are sufficient t supprt a walkable city/twn/neighburhd sufficient pressure n the existing rad netwrk and parking prvisin interested business use partner Marketing and prmtin: Infrmatin leaflets Psters Web sites Jint prmtinal campaign with PT peratr(s) Intensive prmtinal activities in the target neighburhds Press releases and generatin f media reprts Attractive, visible lcatins and cars/vans/mpvs

14 4.2 Wrk with key stakehlders, real and/r ptential partners t vercme barriers/cnstraints The table belw can be used as a template fr assessing whether the barriers identified can be vercme and hw easy that wuld be. The discussins with key stakehlders and ther experts, including partners in the Mm cnsrtium, will wrk ut whether and hw these barriers can be vercme. Barriers Nt a barrier Easy t vercme Hard t vercme Impssible t vercme Plitical/legal cnstraints: Lack f natinal legislatin n car-sharing Inability t use n-street parking spaces Cntradictry plicies ( scrappage scheme) Hidden subsidies related t car wnership & driving (externalities, taxes & incentives) Faith in the technical fix rather than prmtin f sft measures Cnstraints in the design & implementatin f sft mdes & measures Individual cnstraints: Limited/inadequate understanding f the cncept Emtinal attachment t ne s wn car Lack f understanding f the true cst f ne s wn car High fixed csts f car wnership Time gap between the decisin t sign up fr car-sharing and the end f a private lease cntract n ne s wn vehicle Financial cnstraints: Raising cash fr new start ups as CarSharing is nt a quick high return mdel nt usually anyway! Credit crunch Depreciatin f the used car market Insurance accessibility and price

15 Infrastructural cnstraints: Finding apprpriate sites fr car statins Bad public transprt Easy access t parking Technical cnstraints: Ensuring adequate mbile phne cverage (undergrund car parks, rural areas) Marketing issues: Nt being sure as t the mst effective ways t prmte car-sharing at start up (new cuntry r city) and/r at new develpments (e.g. new car statin, new neighburhd).