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Is there a future for car brands within cities?

Is there a future for car brands within cities?

Rolf Kullen

Senior Director, Mobility
Kantar, Germany
Rolf.Kullen@kantar.com

Traffic is almost universally seen as one of the worst aspects of city living. Since driving your car or using public transport are the two dominant ways of getting around, it is worth taking a closer look at what kind of solutions might improve the overall traffic situation.

The best way to do that is to compare people’s actual mobility behavior and the mobility behavior they say they would prefer. From that, two very clear messages emerge: -public transport users just want to get out, while car drivers only want to switch seats, i.e. they still like their car, but they dislike having to do the driving.

This creates two business opportunities for car brands and other mobility providers:
1.
Invest in an enhanced public transport experience, perhaps integrating MaaS (Mobility as a Service) concepts.
2. 
Offer car-based alternatives to driving for car lovers, such as sharing and pooling services.