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

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

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