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“Mobility” is a term being used in the auto industry around getting people places. Lots of players beyond the automakers — and the automakers are worried about being disrupted.
With autonomous cars on the horizon, services like Uber disrupting taxis and rental cars, and fewer younger people getting drivers licenses, everyone in the industry is thinking about “mobility” and providing transportation that differs from traditional car buying and leases.
The automakers have experimented with subscription pricing and car sharing services, although they seem to be pulling back from these experiments.
And it’s not just the automakers. Rental car companies are offering alternatives to company cars via subscription. If you provide a company car to your sales team, why pay to have it parked at the airport when they go visit customers? Why not just give them a rental car both when traveling and at home (and get help with the mileage reporting for personal use tax compliance?). Other providers are working on providing multiple modes of transit for one price - use a public transit, scooter or bike share in the city, but be able to use a car sharing when you need to run weekend errands for example... Some of these are even linked into rail networks for intercity travel...
I’m not that surprised that BMW is using the term in their customer communications. But seems like they need to help explain that it’s not a mobility scooter!
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