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Carmakers' Strategies in Shared & Smart Mobility

  • ID: 5345738
  • Report
  • June 2021
  • Region: Global
  • Auto2x

FEATURED COMPANIES

  • Audi
  • Ford
  • Hyundai
  • Mercedes-Benz
  • Porsche
  • Tesla

This report examines how carmakers are positioned in Smart Mobility across services such as car-sharing, ride-hailing, connected parking, electric vehicle charging, online car sales and robo-taxis. It also analyzes their Techno-commercial Readiness level in the USA, Europe, and Asia.

Learn about the leaders in Shared, Autonomous & Connected Mobility

Carmakers are transforming to Mobility and Tech players to compete in the new era of Mobility which is being quickly transformed from a product to a service (MaaS). MaaS promises not only better vehicle utilization rates but also the best mode of transportation depending on the use case. The landscape is changing fast, as mobility becomes a battlefield for brand loyalty and new revenue pools.

This report examines how carmakers are positioned in Shared & Smart Mobility and what their Techno-commercial Readiness level is. In more detail this report provides:

  • Competitor analysis of key carmakers in Mobility Services segmented by capabilities in 15 key Mobility modes, technology competence and winning business models.
  • Assessment of their Mobility Portfolio: Technology: e.g. AI expertise; Strategy: investment in start-ups, partnerships, pilots, AMoD; and Market position and leadership
  • The state-of-the-art for the different business models in Smart Mobility
  • The evolution of the mobility landscape, with a focus on key enablers, critical markets, winning strategies and the impact of mobility as a service to different stakeholders

Carmakers are joining forces in mobility to avoid disruption from new entrants

Car sharing and ride sharing are two of the forms of mobility that have attracted a lot of interest and investment since the remaining types are highly fragmented. Leading carmakers are racing to position themselves to take advantage of new opportunities and compete with new entrants.

Free-Floating Car-Sharing Fuels Growth to the German market

Car-Sharing in Germany bounced back in 2021. Both the number of customers and fleets are increasing steadily in Germany. The evolution of Germany’s car-sharing market is a key metric for the rate of consumer transition from car ownership to Mobility-as-a-Service in Western Europe’s leading car market and one of the top hubs for autonomous, electrified and shared mobility. It also paves the way to the future of mobility with Robo-taxis, Robo-shuttles, aggregate mobility providers and Urban Air Mobility.

The successful execution of leading carmakers’ Smart Mobility strategies in their domestic market is crucial as they cannot afford to miss out on the new revenue pools against new Mobility Service Providers.

China’s battle-ground will define the future of Smart Mobility in emerging markets

China is a key market for the future of mobility for two reasons. First, it is the world’s leading car market, even though it still has a relatively low car penetration. Second, it is the world’s leader in Electric vehicle sales, with the government pushing for NEVs.

Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Audi
  • Ford
  • Hyundai
  • Mercedes-Benz
  • Porsche
  • Tesla

1. The State of Competition in Shared Mobility
1.1. Competitive Landscape & Carmaker Offerings in Shared & Smart Mobility Services
1.2. Carmaker Revenues from Financial Services & Mobility segments
1.3. $11+ billion of Investments by Carmakers in Mobility Startup
1.4. Key Partnerships in Mobility in 2020-21: the Evolving Landscape
1.5. New battlefronts in Shared Mobility
1.5.1. Market growth in emerging markets
1.5.2. The crucial role of China
1.6.. New Mobility, incl. Shared services, presents an additional $1.5 trillion opportunity

2. Drivers & Trends Shaping the Future of Shared & Smart Mobility Services
2.1. Segmentation and Definitions of Shared & Smart Mobility Services
2.2. Consumer demands are shifting driven by Digitalization, urbanization & sustainability
2.3. Carmakers rethink their Online Car Sales Strategies & Digital Sales Channels due to COVID-19
2.4. Enabling Technology for Smart Mobility
2.4.1. Digitalization: Connectivity, Big data, Cloud
2.4.2. The role of blockchain for Security & Privacy in Mobility Services
2.4.3. Autonomous Driving, Software & AI

3. Carmakers’ Strategies in Shared & Smart Mobility

  • For each carmaker
  • Group Deliveries & Revenues 2016-2020
  • Vision in Mobility
  • Assessment of Mobility Portfolio
  • Technology readiness
  • Strategy: Business model evaluation (SW, AI), Business Segment & Investments Related to Smart Mobility
  • Competitor Assessment: Strategy, Technology Readiness, position & outlook in Smart Mobility

3.1. Audi
3.1.1. Audi’s Car Sales 2015-2020 & Revenues 2019-2020
3.1.2. Audi’s Vision in Mobility, incl. Autonomous, Electric and Shared Mobility
3.1.3. Investments related to Smart Mobility & key partnerships
3.1.4. Assessment of Mobility Service Portfolio

  • Audi Select (Subscription Service)
  • Audi on demand (Car sharing)
  • Audi e-tron Scooter (Micro-Mobility)

3.2. BMW Group
3.2.1. BMW Group’s Car Sales & Revenues 2015-2020
3.2.2. Vision in Mobility, incl. Autonomous, Electric and Shared Mobility
3.2.3. Investments related to Smart Mobility from iVentures & key partnerships

  • BMW-Daimler JVs: Your Now, Share Now, Reach Now, Free Now

3.2.4. Assessment of Mobility Service Portfolio
3.3. Daimler: Mercedes-Benz
3.3.1. Vision in Mobility
3.3.2. Investments related to Smart Mobility & key partnerships

  • AMoD (Mercedes-Benz & Bosch)

3.3.3. Assessment of Mobility Service Portfolio
3.4. Ford
3.4.1. Vision in Mobility
3.4.2. Investments related to Smart Mobility & key partnerships
3.4.3. Assessment of Mobility Service Portfolio

  • Ford Smart Mobility LLC (Ford’s Mobility unit)
  • Ford X
  • Ford Mobility Cloud (Platform for routing self-driving cars)
  • Ford’s Micro-mobility and Other Services

3.5. General Motors
3.5.1. Vision in Mobility
3.5.2. Investments related to Smart Mobility & key partnerships

  • Cruise Honda Partnership

3.5.3. Assessment of Mobility Service Portfolio

  • Maven / Maven Home / Maven for Residents
  • Maven Gig
  • Maven Car-sharing
  • Maven Peer Cars/ Peer-to-peer Car-Sharing
  • Cruise / Cruise Anywhere

3.6. Honda
3.6.1. Vision in Mobility
3.6.2. Investments related to Smart Mobility & key partnerships

  • Grab Investment
  • ReachDa Investment
  • GM Cruise Investment
  • Monet Technologies Investment
  • Zipcar Partnership
  • Orix Partnership
  • 3.6.3. Honda’s Mobility Service Portfolio
  • Honda Xcelerator

3.7. Hyundai-KIA
3.7.1. Vision in Mobility
3.7.2. Investments & Partnerships

  • Grab Investment
  • Ola Investment
  • Aurora Investment

3.7.3. Mobility Service Portfolio

  • Car sharing pilots: Ioniq Car Share Amsterdam
  • WiBLE (Car sharing)
  • Delivery Car (Deal Car)
  • Scooter Prototype
  • Zero One True Innovation Accelerator Program

3.8. Jaguar Land Rover

  • Addison Lee Acquisition Speculation
  • Partnership with Waymo
  • InMotion incubator

3.9. Porsche

  • Porsche - Passport
  • Porsche - Drive
  • Porsche - Host
  • Porsche and Boeing collaborating on premium urban air mobility

3.10. Renault-Nissan-Mitsubishi Alliance

  • Nissan Intelligent Mobility - Easy Ride / e-share mobi
  • RCI Mobility Programs
  • Renault MOBILITY - Zity / Rent
  • Moov’in.Paris
  • Memorandum of Understanding with Didi

3.11. Stellantis: ex-FCA & PSA Group

  • TravelCar Acquisition
  • Opel Acquisition
  • Turo Partnership
  • Avis Partnerships
  • Waymo Partnership
  • Aurora Partnership
  • Enjoy Joint Venture
  • Free2Move MaaS Aggregator / Car-sharing / Fleet Sharing and Free2Move Fleet Management / Lease

3.12. Tesla Motors

  • Tesla Network
  • Supercharger Network
  • SolarCity

3.13. Toyota Motors: Lexus and Toyota
3.13.1. Investments related to Smart Mobility & key partnerships
3.13.2. Toyota’s Mobility Service Portfolio

  • Hui Car Share and Servco Pacific Partnership
  • Avis Partnership
  • Uber Partnership-Autono-MaaS
  • Park24 Times Car PLUS Partnership
  • Grab Partnership
  • JapanTaxi Investment
  • Tokyo 2020 Olympic Mobility Services

3.14. Volvo
3.14.1. Vision in Mobility: “Freedom to Move” & all-electric by 2030
3.14.2. Assessment of Volvo’s Strategy & Mobility Service Portfolio

  • Sunfleet
  • M Mobility Brand
  • Care by Volvo
  • Uber Partnership
  • Volvo Cars Tech Fund

3.15. Volkswagen
3.15.1. Vision in Mobility: MOIA subsidiary
3.15.2. Investments related to Smart Mobility & key partnerships

  • Argo AI
  • Volkswagen - Gett Investment

3.15.3. Assessment of Mobility Service Portfolio

  • Volkswagen - MOIA
  • VW’s Car.Software Unit
  • Volkswagen - Electrify America Initiatives
  • Volkswagen - We Services
  • WeShare, WeDeliver & WePark

4. Connected, Autonomous, Shared & Electrified Mobility in China, Germany, California & India
4.1. Summary of Maturity of MaaS across major geographies
4.2. Smart Mobility in China
4.2.1. Urbanization & environmental policy shape new Mobility Needs in China
4.2.2. MaaS Regulation in China: NEVs & ICVs at the centre of Gov.’s policy
4.2.3. DiDi “monopolizes” the booming Ride-hailing industry
4.2.4. Deployment of Lv.4 Autonomous Robotaxi accelerating in China in ‘21
4.2.5. Low adoption of Car-sharing in China
4.2.6. The limited EV charging network hinders MaaS adoption
4.2.7. Bike-Sharing popularity have slowed down recently
4.3. The Status & Outlook of Smart Mobility in Germany
4.3.1. Germany’s car-sharing market rebounded in 2021 driven by free-floating
4.3.2. Micro-mobility: Bike Sharing
4.3.3. Scooter sharing dominated by six major players
4.3.4. Germany’s EV Charging network doubled in 2020
4.3.5. Urban Air Mobility coming to Germany cities
4.4. The Status & Outlook of Smart Mobility in California, USA
4.4.1. Mobility Challenges in California
4.4.2. Ride-Sharing market in California: Uber & Lyft
4.4.3. Car-sharing/P2P car sharing projects
4.4.4. Car subscription models in California
4.4.5. Micro-mobility
4.4.6. Automated Driving & Autonomous Deliveries
4.4.7. EV charging infrastructure and business models in the USA
4.4.8. Three Key players in Smart Parking in California
4.5. Car sharing in North America vs. Europe
4.6. Shared Mobility in India

List of Tables
Table 1: Competitive offerings of Carmakers in 11 different Smart & Shared Mobility Services
Table 2: OEM Revenues from Financial Services 2019-20 & AGR
Table 3: Miles driven (Millions) and TAM ($M) by vehicles vs. Ride-hailing
Table 4: Conventional vs. Emerging alternative Business Models in Smart Mobility
Table 5: Audi Group revenues, EBIT 2019-20 & targets (Euro Million, AGR, CAGR)
Table 6: Audi’s Portfolio in Smart Mobility
Table 7: BMW Group revenues, EBIT 2016-20 & targets
Table 8: BMW Group’s Portfolio in Smart Mobility
Table 9: Daimler’s Portfolio in Smart Mobility
Table 10: Ford’s Portfolio in Smart Mobility
Table 11: General Motor’s Portfolio in Smart Mobility
Table 12: Honda’s Portfolio in Smart Mobility
Table 13: Hyundai & KIA’s Portfolio in Smart Mobility
Table 14: Jaguar Land Rover’s Portfolio in Smart Mobility
Table 15: Porsche’s Portfolio in Smart Mobility
Table 16: Renault-Nissan-Mitsubishi’s Portfolio in Smart Mobility
Table 17: Stellantis’ Portfolio in Smart Mobility
Table 18: Tesla’s Portfolio in Smart Mobility
Table 19: Toyota’s Portfolio in Smart Mobility
Table 20: Volvo’s Portfolio in Smart Mobility
Table 21: VW Group revenues, EBIT 2019-20 & targets (Euro Million, AGR, CAGR)
Table 22: VW’s Portfolio in Smart Mobility
Table 23: The maturity of Smart Mobility in China, vs. Germany and California in 2021
Table 24: Key Competitors in China’s Ride-Hailing Market: Services, Registered Users and city coverage in 2021
Table 25: Key Robotaxi pilots and deployment in China in 2021
Table 26: Key Competitors in Car-Sharing Services in China
Table 27: Competitors in Bike-Sharing in China in 2020
Table 28: Lyft’s Active users and revenue per Active Rider
Table 29: Bike-Sharing schemes in California between 2015-2020
Table 30: Competitors in Shared Mobility in India

List of Figures
Figure 1: OEM Revenues from Financial Services 2019-20 & AGR
Figure 2: Honda and Toyota lead disclosed investments in Shared Mobility Services
Figure 3: Ownership, Investments & Partnerships of Carmakers across the Shared Mobility Value Chain
Figure 4: Car sales in Emerging markets will grow faster
Figure 5: Revenues from New Mobility
Figure 6: Total projected Mobility spend in 2040 compared to 100% in 2015
Figure 7: ADAS Content per Vehicle Cost 2020 Vs. 2025
Figure 8: E-commerce Vehicle sales as % of Total-Vehicles Sales in the U.S.A
Figure 9: ADAS Content per Vehicle Cost 2020 Vs. 2025
Figure 10: Audi’s global car sales 2015-2020 & AGR
Figure 11: Audi Group’s revenues 2015-2020 & AGR
Figure 12: Audi’s car sales mix by region in 2016-2020
Figure 13: Audi’s model range mix by the level of automation & electrification by 2025
Figure 14: BMW Group’s vision in Mobility
Figure 15: BMW’s model range mix by the level of automation & electrification by 2025
Figure 16: BMW’s timeline of investments related to Smart Mobility
Figure 17: Users of ShareNow, ReachNow and FreeNow (Million)
Figure 18: BMW Group’s Mobility Service Portfolio
Figure 19: Mercedes-Benz car sales 2015-2020 & AGR
Figure 20: Mercedes-Benz’s model range mix by the level of automation & electrification by 2025
Figure 21: Daimler’s timeline of investments related to Smart Mobility
Figure 22: Customer base and coverage of YOUR NOW JV
Figure 23: Daimler Group’s Mobility Service Portfolio
Figure 24: Ford’s annual car sales 2015-20
Figure 25: Ford’s model range mix by the level of automation & electrification by 2025
Figure 26: Differences between GM and Ford regarding autonomous and mobility strategy
Figure 27: Figure 14: Ford’s timeline of investments related to Smart Mobility
Figure 28: Ford’s Mobility Service Portfolio
Figure 29: General Motor’s Mobility Service Portfolio
Figure 30: Hyundai’s model range mix by the level of automation & electrification by 2025
Figure 31: JLR’s car sales 2015-18
Figure 32: Toyota’s Global Car sales 2015-2020
Figure 33: VW’s annual car sales 2015-2020 & VW Group car sales
Figure 34: VW Group’s revenues 2015-2020 & AGR
Figure 35: VW’s model range mix by the level of automation & electrification by 2025
Figure 36: VW’s portfolio in Mobility Services
Figure 37: New car sales, New Energy Vehicle sales & Private Vehicle Ownership in China 2005-2025
Figure 38: Online Ride-Hailing Users in China 2016- 2020
Figure 39: Key competitors in Car-Sharing in China
Figure 40: Public EV Charging Infrastructure in China 2020
Figure 41: New car sales, Electric car sales in Germany 2005-2020
Figure 42: Car-Sharing customers in Germany rebounded in 2021, up by 26% year-on-year
Figure 43: Free-Floating Fleet increased substantially in 2020 leading to a 26% rise in overall fleet
Figure 44:: Electric car-sharing penetration rose to 19% in Germany in Q1 2021
Figure 45: Public EV Charging Infrastructure in Germany
Figure 46: New car sales, Electric car sales in California in 2020
Figure 47: Market Shares in the US charging infrastructure ‘19
Figure 48: Top private investment in Electric Vehicle charging infrastructure as of 2021
Figure 49: No. of Car-Sharing Schemes, Fleets and EV-penetration in the EU & North America 2016
Figure 50: Number of OEM-backed CAR SHARING fleets in North America vs. Europe in 2017

Note: Product cover images may vary from those shown
  • Audi
  • BMW Group
  • Bosch
  • Ford
  • General Motors
  • Honda
  • Hyundai
  • Jaguar
  • KIA
  • Mercedes-Benz
  • Mitsubishi
  • Nissan
  • Porsche
  • Renault
  • Stellantis
  • Tesla
  • Toyota
  • Volkswagen
  • Volvo
Note: Product cover images may vary from those shown
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