Evolving Towards Mobility-as-a-Service: Drivers and Consequences of Car Subscription Services

Abstract

ABSTRACT: This study investigates the emergence of car subscription services as a new development in the area of Mobility-as-a-Service (MaaS). Our aim is to explore the drivers of the emergence of car subscription services, analyse its impact on the incumbent manufacturers, and investigate the impact of COVID-19. We adopt a qualitative approach based on in-depth, semi-structured interviews with managers of three car subscription service providers: a leading car manufacturer and two car subscription start-ups. We found three key behavioural and technological trends that drive the emergence and growth of car subscription services and highlighted the various opportunities and risks for the incumbent manufacturers.