Producer, distributor, consumer… the boundaries between these different economic players are blurred as a result of the sharing economy. As time go by, the rules of economic exchange are changing. Thus, the collaborative economy brings together employees with no particular connection to each other in terms of statutory or wage ties. As Nicolas Colin, essayist and entrepreneur, and Henri Verdier, an entrepreneur specializing in French digital in their book “The Age of the Multitude” (2015), points out, shows that now homo œconomicus are the main source of value created. With this in mind, the French start-up DriiveMe has been applying this principle since its inception in 2012. Recently deployed on the capital of Girona, it offers a turnkey service on Bordeaux-Mérignac allowing New Aquitaines mobility at a lower cost with an original concept.
A renewed value creation between individual and professional
The two co-founders of DriiveMe, Alexandre and Geoffroy Lambert, have, through their company, responded to a major problem. Every year, 45,000 cars remain unused by car rental agencies. However, they need to move their vehicles in order to balance their fleets. As a platform for car and commercial vehicle rentals, DriiveMe allows agencies to repatriate their cars through individuals who can benefit from an economical journey at the symbolic rate of one euro. This rate is valid for 24, 48 or 72 hours of rental including a one-way ticket, a sufficient mileage pack and all-risk insurance. The relationship is both a win-win for the rental professional who is looking to have his vehicle transported and the individual who wants to benefit from a ride at a lower cost. There is more to it than fuel and tolls for the driver.
A local need identified
While urban centres are increasingly subject to efficient public transport, travelling to New Aquitaine for short stays remains contentious. Faced with the explosion in train prices, we must also take into account the cost of the journey to Bordeaux-Mérignac airport. Thus, on average, a journey in the New Aquitaine region to Bordeaux-Mérignac airport by train costs between 10 and 40 euros per person, depending on the point of departure. Non-manufacturer car-sharing solutions therefore meet a strong local need in terms of short journeys. As such, Bordeaux is one of the cities that has integrated car-sharing into their transport policy through outsourcing. Indeed, the observation is clear: the car-sharing replaces five personal cars and frees up four parking spaces. The step was thus taken in 2014 with the launch of the BlueCub, a 100% electric car-sharing service of the Bolloré group but also with the arrival in 2016 of the cooperative company Citiz Bordeaux in the Bordeaux metropolitan area, part of an initiative of three Bordeaux. The capital of Girona, which is based on multimodality, in the public service delegation, includes buses, trams, bicycles, boats and relay parks. However, it has not internalized a label certifying as is the case in Paris with the label Service of Shared Car. For the time being, the public service delegation is working for car-sharing through partnerships. Keolis has signed marketing agreements with Citiz and BlueCub that provide a 20% discount on car-sharing subscriptions when you have an urban transportation subscription.
From the point of view of sharing economic models, market participants will have to deal with development challenges in the coming years. Using a local example, Citiz will need to gradually diversify its target towards companies and a B2B customer base. While the main challenge of the Bolloré group with BlueCub will be to achieve a financial balance, as evidenced by the example Autolib’ and seek integration in the city’s public transport offer. This is the inspiration for the commercial partnership with SNCF and BlueCub in 2015 for TERAquitaine subscribers.
Regarding Driiveme, for the success of their concept and their application, the two entrepreneurial brothers set out to attack the European market, starting with Spain, then in 2019 extended to the British market but also to Italy, Portugal and Germany.
Given the implementation of public policies aimed at restricting the use of private cars but also parking restrictions, the growth prospects of car-sharing players are bright. Start-ups like DriiveMe free up professionals and individuals from the constraints of mobility and practicality and give coherence to a more multimodal territory.
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