Product and offer
After test: Mobility no longer offers premium cars
26.06.2020
Premium cars have no future at Mobility: After a year-long test, it is clear that too few car sharers are willing to pay the corresponding prices. Mobility also wants to focus heavily on alternative drive systems in the future. For these reasons, Premium is being discontinued with immediate effect. Changes are also in the pipeline in other categories.
A significant proportion of new cars sold in Switzerland comprise high-quality models and brands. A trend that Mobility picked up a year ago: By equipping the vehicles of partner companies with car sharing technology, it was able to test the cars without having to buy them. With the new Premium category, Mobility wanted to persuade even more people to share cars instead of buying them themselves.
Driving numbers are too low
Following a one-year pilot project supported by the University of Applied Sciences and Arts Northwestern Switzerland (FHNW) and corresponding customer surveys, it is now clear that premium is history from today. Mobility Managing Director Roland Lötscher explains: “The premium rates were based on the high value of the cars, but were too expensive for many customers. As a result, usage fell short of expectations.” Although there was certainly interest in the vehicles, the majority of the vehicles remained on a one-off trial run. “Premium would have remained a niche product. But our offer should be suitable for the masses,” concludes Lötscher.
Focus on alternative drives
Another reason why the project is being discontinued is Mobility’s increased focus on electric and hybrid powertrains. The fleet is expected to have 700 alternative cars by 2023 alone. The overarching goal is for the entire company to become climate-neutral by 2040 at the latest. Although it would have been possible to offer premium products entirely with electric drives, the invoice would have worked even less economically.
Teslas in Emotion, Micro is phasing out
Changes are in the pipeline not only for Premium, but also for other Mobility categories. The two Teslas in Basel and Zurich Altstetten can now be booked in the Emotion category and should be expanded soon if possible. In addition, the smart cars have reached the end of their life and are constantly being replaced by budgets, economies and occasionally by estate cars. This is because Mobility focuses on multi-seater models with good value for money when it comes to e-cars – something that the new electric Smart-for-two models do not meet.