People love owning and driving cars. However, in congested cities where driving is not always the most sensible option, customers want complete mobility solutions to help them navigate and access the best option available to them in any given situation. Therefore, alternatives to pure car ownership such as car sharing will likely gain traction. In order to stay relevant, car companies should aim at being “mobility integrators” which balance people’s desire of car ownership with mobility and flexibility.
Owning a car is an emotional issue for many customers. But the hassle of ownership is increasingly outweighing their love of vehicles. Car manufacturers that care about helping drivers get around are more likely to succeed in the battle for loyal customers.
Complete mobility solutions
As people’s need for mobility grows, there are always too many cars on the road. Cars have become the problem instead of the solution. In urban areas, customers are in dire need of complete mobility solutions to help them navigate without pain. Car brands which manage to respond to that are set to grow loyalty among their customers beyond their next purchase.
High ownership costs
The costs of owning a car are usually the second largest household expense after housing. In urban cities, there are added costs due to traffic congestion, carbon dioxide emissions, road charges, parking and servicing, prompting many prospective car owners to think twice before investing in a car. Fortunately, driving also gives people a lot of pleasure. Therefore, car ownership without irritation is what many customers want.
Easy access to different transport modes
When people are moving from A to B, they want to get there quickly, comfortably and at reasonable costs. Traveling with family and friends is also another factor to be considered. Sometimes, taking a train makes better sense, while flying or biking may be a better choice in other situations. In many cases, easy access to different modes of transport is what most people want.
Owning a car makes a lot of sense from an emotional perspective. But from a practical point of view, it makes more sense for customers to pay for easy access to the most suitable transport mode in any given situation. In reality, what customers need is the flexibility to balance between practical and emotional transport needs. Therefore, companies are likely to stand out from the crowd if they satisfy people’s desire to own a car, while giving them easy access to alternatives such as car sharing and rental and public transport.
Beyond car servicing
In the past, regular car service was the only way for a car company to maintain a relationship with customers. Today, by delivering high-value services that help customers deal with their daily transport needs, there are huge opportunities to build an even stronger customer relationship.
By integrating car telematics systems with information from other transport options, customers will have a greater degree of freedom and flexibility. Similarly, public transport providers will become more attractive choices, if they offer easy access to cars at the end of journeys.
Companies that integrate connectivity, payment and transport services in a coherent way will likely come out on top and build a customer relationship that lasts.
More and more customers prefer services that allow them to choose among driving their own cars and other modes of transport. Companies that offer complete mobility solutions will grow their brands and deepen customer relationship. These new services will become a long-term revenue stream for those who take the role of “mobility integrator” seriously.