After conducting a study aimed at promoting the extension of car sharing in the five districts of Monza and at identifying potential users of car sharing service, in order to better plan the strategy, areas where a high number of potential users have been identified so that an efficacious campaign has been realized.
In order to implement an already existing car sharing scheme (managed by Car Sharing Italia and activated with just one car, later with three), previous locations of cars have been reconsidered exploiting experience gained before the beginning of ARCHIMEDES and it has been decided to rationalize their positioning. A marketing campaign has been focused on all citizens, but with a special consideration for young people. 50 free subscriptions to car sharing service lasting one year (25 of which are reserved to citizens between 18 and 35 years old) have been offered by Comune of Monza. GuidaMI (car sharing service provider) has added a bonus for free uses, with the aim of promoting car sharing service in Monza.
Benefits have proved not enough to pay back costs afforded by the managing society. As a matter of fact, Guidami is maintaining its vehicles in Monza in order not to loose the achieved customers and because economic losses suffered in Monza are offset by revenues from Milan, thanks to the joint management of the service in the two cities.
- More generally speaking, the given results show a limited economic efficiency of the service, since car sharing service need public contribution in order to cover losses and to operate without high deficits. Obviously, if we consider that car sharing is one of the answers that local policy makers can give to urban mobility demand, economic support from Municipalities is necessary to allow the service to be self-sustaining.
- It is possible that such a situation is due not only to the limited knowledge of the car sharing, but also to the fact that at national level there is no centralized management that could achieve considerable economies of scale: for instance, a unique head office could obtain more convenient conditions for car rentals or purchasing, vehicles’ fitting and maintenance.
A centralized national management could lead to an improvement of the activity as a whole through:
- greater weight of negotiation agreements at national level;
- single point of reference for Municipalities;
- greater standardization of procedures;
- better quality of service provided.