This item was published during the term of a previous administration that ended in April 2007
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Car share research published
03/10/2001
The Executive welcomed research published today into the operation of the Edinburgh City Car Club and the lessons it offers, as the new operators launched their first fleet of cars.
Clear objectives, sound business planning, promotion and well targeted marketing have been suggested by the research as key factors in the success of locally-based car sharing initiatives.
The original operators of the Edinburgh City Car Club (Budget) recently withdrew from the scheme after two years, however Smart Moves took on responsibility for it in June 2001 and are launching their first fleet of cars today.
Commenting on the research, Minister for Transport & Planning Sarah Boyack said:
"This research provides some important messages for organisations wishing to develop and promote car sharing clubs in the UK. It is clear that for car clubs to succeed - and to contribute to a longer term reduction in car use - potential members need to be persuaded of the benefits to them personally. This can only be done through effective marketing and winning over a wider section of the population."
"I believe that in the longer term car clubs do have a role to play in rationalising and hopefully reducing people's use of their cars. It should be remembered that the Edinburgh City Car Club was a pioneering initiative, the first attempt in the UK to try out such a scheme and I wish it well in it's future development operated by Smart Moves".
The research, which focused on the operation of the Club in the Marchmont/Sciennes areas of Edinburgh found that achieved membership was about 20% lower then the projected target after Year 1. The report also found that satisfaction with the operation of the Club varied. Among members who made little use of the Club there was a high level of satisfaction with the service, while among regular users there was more criticism particularly with the performance of the service in the months leading up to Budget's withdrawal.
Survey evidence suggests that the Car Club does appear to be responsible for some members either disposing of or not replacing vehicles.
BACKGROUND
- The research was carried out by System Three Social Research over a period of 4 years covering the development of the Club and its first two years of operation (up to the withdrawal of Budget).
- The research concluded with a number of lessons for future operators of car clubs:
- The need for clear operational objectives and early business planning
- The 'shift in mindset' required in people's attitudes to travel should be taken into account when promoting a car club, and issues raised by non-members should be addressed
- For the general public, the quality of service is paramount, especially if environmental benefits and financial savings are not key selling points
- Daytime business use is essential to increase utilisation rates and generate revenue
- Marketing is critical to the success of car clubs and a 'shop-front' is likely to be more effective than mass marketing
- Early growth might prove illusory and continuous marketing and one-to-one marketing is needed to attract and convince more members
- There is a need to make the whole issue of driving costs better understood
- Significant travel impacts will only be achieved once membership of a car club is extended beyond the early adopter group
3. The research can be accessed on the Scottish Executive web site www.scotland.gov.uk/cru
4. For further information about Edinburgh City Car Club please contact Stan Blackley on 0131 469 3417, 07770 742449, www.smartmoves.co.uk.