Would you share your car?

: go-to-market strategies for peer-to-peer carsharing systems

Abstract

The growth of urban areas is increasing concerns related to congestion, parking and pollution. However, together with technology developments verified in the last decades, new opportunities arise. The concept of sharing mobility is defined by giving temporary access to vehicles. This change from ownership to access-based solutions is increasing and is expected to represent a significant share of mobility practices in the future if the correct approaches are performed.This study focuses on the poorly explored topics related to P2P Carsharing more specifically on the go-to-market strategies sharing platforms should implement in order to ensure success in the Portuguese market. Data was obtained through focus groups, following semi-structured interviews with young individuals, regarding their perceived advantages and disadvantages linked with owning a car, motivational barriers regarding sharing their personal vehicles and views on elements of market strategies which could be implemented. The findings showed a need for insurance, information available, free parking, regulation of drivers, keyless access, substitute means of transportation available in the platform, green monthly offerings and professionally cleaned vehicles. The thesis finishes with the limitations verified and suggestions for future studies.

Date of Award	3 Feb 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Christina Melanie Bidmon (Supervisor)