Society’s infrastructure and service alternatives

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”… Som jeg sagde tidligere, så er et af det største problemer at mange kører i deres bil helt alene. Hvis vi kan få flere til at kører sammen eller deles om en bil, så tror jeg vi kan sparer verden for mange problemer og her er deres ide jo rigtig god.”

(Interview 4)

The barrier stated that the more environmentally conscious a consumer is, the more likely he or she is to use a car sharing service. Through the interviews, evidence of this belief was found in both segments. In accordance with the demand segment it seems that everyone is in agreement that MinbilDinbil’s idea is positive for the environment. Initially they seemed not to be bothered about the environment and their transportation method but when the respondents contemplate over the issue, they reveal that a positive concern for the environment may lead to a higher chance of using the service.

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And

”Jeg har aldrig rigtig haft lyst til det indtil videre fordi der som regel har været en bedre og hurtigere mulighed for at komme derhen hvor jeg nu skulle hen enten med en ven eller offentlig transport.” (Interview 3)

The last respondent also gave an interesting answer, which fits into the category of a service alternative. She said:

”Det er at jeg har adgang til en bil hver gang jeg skulle bruge en. Jeg har kunne låne en af nogen jeg kendte. Det er lidt nemmere synes jeg og så er det også gratis. …”

(Interview 1)

From the above given answers it seems quite certain that public transportation and service alternatives have a strong grasp on the carless consumers in Copenhagen. This fact becomes even more evident when the respondents are asked more specific questions about their relation to public transportation. Overall they feel that it functions well for their needs:

”Jeg er meget tilfreds med den fordi jeg kan komme forholdsvis hurtigt hen til alle de steder jeg nu har brug for at komme til. …” (Interview 3)

What can be gathered from their responses is that they seem very pleased with the public transportation network and actually seem quite reluctant to drive a car within Copenhagen. When asked if they thought it was necessary to drive a car within the city, their responses were united in quotes such as:

“Overhovedet ikke. Fordi man kan komme fra a til b lige meget hvor man skal hen med alle slags offentlige transport midler i København” (Interview 2)

It would seem then quite difficult to evoke a change in the consumers’ relationship with public transportation within the city, but there are scenarios in which the respondents are more upon to the idea. When asked what possible situations would encourage them to use the service instead of public transportation, they responded that far trips and moving large items could be situations that called for a car and the service. One respondent summed up it up well, when she said:

”… Men som sagt hvis jeg skal flytte nogle ting eller købe mange ting på et loppemarked eller lignende, så er det da bestemt en mulighed.” (Interview 2)

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From the responses it is clear that carless consumers within Copenhagen are highly dependent on and comfortable with taking public transportation. They seem to have a preference to use bus, metro and train or simply using their bicycle instead of traveling by car.

Supply

Even though it would seem to be a barrier that would mostly apply to the demand segment, it seemed relevant to find out if car owners shared the same thoughts about public transportation and if so, question why they thought consumers needed to rent their car. Initially they were asked about their views on public transportation and a quote from Interview 5 sums up their combined answers:

“Nu er det godt nok mange år siden jeg har brugt den, men jeg husker at den var dyr.” (Interview 5)

Overall they had little to say about the public transportation method but think it is okay the few times a year they use it, and otherwise comment on the luxury that a car provides them. When asked if they thought people needed to rent their cars they came up with some interesting thoughts:

“… Hvis man tænker på at en familie som ikke har en bil skal rejse langt. Så vil de jo få en økonomisk gevinst i at de kan leje en bil til 4 for 300 Kr. kontra købe dyre tog billetter til 1000 kr.” (Interview 4)

And

”… Såsom at skulle meget langt, har deres egen bil på værksted eller transportere noget som måske ikke ville være så nemt i den offentlige trafik. Men hvis det bare er til hverdags brug så nej, så tror jeg dem som allerede bruger offentlig transport vil holde sig til det.” (Interview 6)

There seems then to be a correlation between the answers given by the demand segment, that when travelling for a distance beyond the limits of Copenhagen it would be feasible for car owners to have their car rented.

The possible barrier addressed the notion that if there is a strong transportation network in place, the need for car sharing is more limited. The interviewed segment of carless consumers argued that they would at any time rather take the public transportation, than drive around in Copenhagen. However for travel outside of the city, where the transportation network is scarcer or if having to do an odd

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job they are more open to the service. What can be argued is that the public transportation in Copenhagen is a strong barrier, but one that can be overcome if the conditions are right. The interviewed car owners had some insight into the current state of public transportation in Copenhagen and agreed that renters of their cars would likely not be traveling around town. Instead they were adamant that consumers would still rent their car if they had to travel further outside the city and it should therefore not be regarded as a barrier.