Measure 6.3 - New mobility services for more efficient vehicle use or ownership, less car dependent lifestyles

Contents Who we are What is a Car Club? Bath R&D Bath demonstration Project summary Results summary Lessons learnt Bath post Civitas

Who we are UK’s largest, privately owned car club operator 14 cities 575 vehicles – 40% sub 100g/km CO2 24,000 members – 25% annual growth rate Both B2B & B2C membership base £4,000,000 turnover

What is a Car Club Self service, hourly vehicle rental Collect and return from designated parking spaces Membership only club 24/7/365 availability through online booking Smartcard access to the fleet Charge is a combination of time and distance

Bath research and development Initial investigations into new on-street bays Testing of available hybrid vehicle types – mid 2009 onwards Testing of telematics systems Site visits with Parking Services engineer Evaluation of vehicles and telematics Selection of preferred vehicle locations – TRO process underway Selection and ordering of chosen hybrid vehicles and telematic systems

Bath demonstration project On-street designated parking bays selected in conjunction with BANES 6 Toyota Prius hybrid introduced from April 2010 Marketing pre launch, launch and post launch PR Vehicle livery Leafleting Advertising Business sales promotions Attending local events Attending Civitas events in Bath: photo shoot, site visits, consortium events Working with UWE on evaluation – preparation and distribution of member survey

Results summary Membership growth of 66% - targeted to double membership based on 2007 levels Bristol comparison of membership growth – 37% Currently 435 members – over 40 members per car Strong increase in corporate membership: BANES Major Projects & Development Team City of Bath College SMEs: architects, accountants, communications consultants, IT, PR, bike shops etc. Average daily utilisation – 15% (3.6 hours daily for every vehicle) Revenue growth – over 40% Satisfaction level of 94% 93% would recommend the service to a friend Significant reduction in CO2 levels

Lessons learnt Hybrid car type generally popular Cars trouble free Technology of cars not ‘user friendly’ Choice was limited to only two manufacturers Larger, more expensive cars is a commercial consideration Now greater choice of hybrid cars than 2 years ago

The future - post Civitas Continue and expand Bath car club operation Double the size of the fleet by year end 2013 Continue with a proportion of hybrid cars Partnership with a developer on large city centre project Continue to work with BANES to develop and expand LSTF funding – opportunity to promote to local residents and businesses

Thank you James Finlayson, Managing Director james@citycarclub.co.uk Richard Drew, South West Manager richard@citycarclub.co.uk