{"id":50383,"date":"2016-08-10T06:00:41","date_gmt":"2016-08-10T04:00:41","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=50383"},"modified":"2017-08-24T17:17:30","modified_gmt":"2017-08-24T15:17:30","slug":"car-leasing-mobility-shift","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/car-leasing-mobility-shift","title":{"rendered":"Car leasing: The shift to mobility"},"content":{"rendered":"

The change has gone relatively unnoticed, yet it is indicative of a profound transformation in the sector: by abandoning the name of \"short-term car hire companies\" in mid-April and replacing it with \"shared mobility professions\", the CNPA (Conseil national des professions de l'automobile) has not simply opted for a cosmetic makeover. This new name reveals a genuine repositioning of the traditional players in the car hire sector, driven by newcomers from the collaborative economy. \"We used to have just one product, but now we want to bring together all our businesses: traditional car hire, car sharing and car pooling, as well as private hire. And many more will be created in the short or medium term...<\/em>\"Andr\u00e9 Gallin, chairman of the CNPA's shared mobility business, explained at the unveiling of the new identity. He added: \"We are witnessing a total reorganisation of the market. Everything is radically different from what it was ten or fifteen years ago. It's a whole new world!<\/em>\"A new, hyper-dynamic world, where the insolent growth of the collaborative economy is sparking many vocations.<\/p>\n

Far from competing head-on with traditional rental companies, car-sharing specialists, who have long been observed from a distance, are now welcomed as objective allies. \"Car-sharing is helping us to democratise rental without cannibalising our volumes,<\/em> says Alexia Vitoux, Marketing and Loyalty Manager at Avis. In the end, the services are quite complementary. Particularly as far as business customers are concerned, we can't see any of our accounts abandoning traditional car hire in favour of car sharing.<\/em>\"And even if things were moving in this direction, car hire companies have taken the lead by setting up their own car sharing service - like Sixt's DriveNow, which is due to be launched in France - or by simply buying out a well-established specialist.<\/p>\n

\"Travel<\/a>
At the same time as positioning itself in car-sharing with the acquisition of ZipCar, Avis is strengthening its services to travellers with its \"Avis Travel Partner\" concierge service.<\/figcaption><\/figure>\n

As a result, the number of bridges between the two worlds has increased through partnerships, shareholdings and even acquisitions. Europcar-Ubeeqo, Avis-ZipCar, Peugeot-Koolicar, SNCF-OuiCar: these new tandems aim to respond to a multi-faceted approach to mobility. From this point of view, Ubeeqo's launch in Paris and London of the first multimodal booking platform is a good example of the reorganisation of the offer. Using a \"3 in 1\" application, customers can choose between three transport options: a car-sharing service called Matcha, a chauffeur-driven car or taxi and, more traditionally, car hire. \"This service introduces a new approach to urban mobility: freer, more economical, simpler, less time-consuming and more environmentally friendly.<\/em>\"says Didier F\u00e9nix, Managing Director of Europcar France, who warns: \"The Matcha self-service car offer is due to be gradually extended to other European capitals.<\/em>\".<\/p>\n

At the same time, some players are venturing down original paths, for example by offering business travellers the chance to hire a car while they are abroad, in exchange for a free parking space. This is the case of French start-up TravelerCar, which is expanding its presence in airports and train stations, and is gaining momentum by extending its network to the Benelux countries, Switzerland and the French overseas departments and territories, while at the same time having bought out its competitor Carnomise. For its part, Drivy, another player in the private hire market, has also played the consolidation card by acquiring some of its competitors, first in France and then on a European scale.<\/p>\n

It is precisely in this sector that we find the \"pebble in the shoes\" of traditional rental companies. Private hire is slowly but surely gaining ground. According to figures published by GMV, 5 % of people surveyed used these sites last year. The figure is stable compared with 2014, but the volume of rentals has tripled, now accounting for 3 % of the market. When questioned by GMV, these new-style renters only cited price as the third most important reason for renting. Contrary to popular belief, they are more attracted by the proximity and conviviality of this type of rental.<\/p>\n

\"Enterprise<\/a>
Alongside its flagship brand, Enterprise Rent-A-Car is segmenting its offering with the development of its Alamo leisure brand and its National brand, aimed primarily at business customers.<\/figcaption><\/figure>\n

New mobility needs<\/h3>\n

The CNPA is not closed to the idea of collaborating with the leaders of the collaborative economy. \"Instead of fighting this new economy as some do,<\/em> notes Andr\u00e9 Gallin, we sit down around a table and look for solutions. We haven't found them yet, but we're working on them.<\/em>\". The main sticking point is the threshold for triggering taxation, with traditional hirers arguing for a figure of \u20ac5,000 for all collaborative activities combined.<\/p>\n

Pending this possible reconciliation, the rental companies are working on their respective offers to reaffirm their added value, an imperative condition if they are to make a difference in a stable market. Europcar, for example, is working on innovation and has even set up a \"Lab\", the aim of which is to \"develop new solutions based on the latest mobility needs<\/em>\"according to Didier F\u00e9nix. \"Its start-up operating style gives it agility, and we are testing these concepts with some of our business customers, with the possibility of developing them on the basis of their feedback.<\/em>\"he adds. The same quest for innovation is being pursued by Avis, which for several years has been exploring different avenues to offer new services, particularly for business customers. This has been the case with on-board WiFi, which is beginning to find its audience. \"This service has had a little trouble getting off the ground, but once our teams have been trained to advise tenants, and above all once certain technical problems have been resolved, the welcome is very good.<\/em>\"says Alexia Vitoux at Avis. Since summer 2015, Avis has been offering another useful service to business travellers with a concierge service called \"Avis Travel Partner\". For a daily fee, it includes a range of services such as personalised contact with a restaurant, assistance if luggage is lost, and even a telephone translation service.<\/p>\n

Avis has no intention of stopping there, and other developments are already underway. In particular, the car hire company is in contact with car manufacturers to develop the concept of the connected car. The OnStar system developed by Opel, for example, is of interest to the car hire company because it can locate the vehicle and provide assistance to the driver if necessary. Another innovation is due to be launched next autumn: \"A major project, still confidential, will be tested this summer with 250 customers, then unveiled in September.<\/em>\"Christine Giraud, head of travel agency sales, warns. Avis officials are maintaining the suspense, but say that \"a brand new concept<\/em>\"which will go throughdigitalising the customer journey<\/em>\".<\/p>\n

Of course, the customer journey remains a priority, especially for business travellers, who are by nature in a hurry. As a result, every player is looking to speed up the rental process. Hertz's Full Gold offer and Sixt's introduction of the SmartStart service at Nice airport reflect this approach. This allows Platinum cardholders to go directly to the car park, choose their vehicle and initial their contract before setting off at the wheel of their car. Offered in 23 airports in Europe, including six in France, the Priority Service offered by National - a subsidiary of Enterprise - is quite similar: passengers can go directly to their hire car - whose keys are in the ignition - without human intervention, in a dedicated car park called \"Emerald Isle\". \"In most European airports, and even more so in railway stations, the infrastructure does not always allow for the creation of such a space,<\/em> says Sylvie Roland, Director of Strategic Accounts and Customer Services at Enterprise Rent-A-Car. But we are looking at ways of adapting the service offered in the United States to Europe.<\/em>\"<\/p>\n

The other issue that is focusing the attention of rental companies is the segmentation of their products. Enterprise, for example, has recently repositioned its offering, paying particular attention to business travellers. \"We've been in the midst of a revolution since the takeover of the National and Alamo brands in Europe, which became official last year,<\/em> reminds Sylvie Roland. These two brands will be positioned in the same way as in the United States, with Alamo meeting leisure expectations and National embodying the premium business brand.<\/em>\"For their part, the other rental companies are working hard to meet demand through their Premium showcase combined with a low-cost brand, like Avis with Budget, Hertz with Firefly and Europcar with InterRent.<\/p>\n

\"Hertz\"<\/a>
In many airports around the world - including Orly, Nice and Lyon in France - Hertz offers its Full Gold service, enabling travellers in a hurry to go straight to their car without having to go to the agency.<\/figcaption><\/figure>\n

A whole chain of players<\/h3>\n

This differentiation of service is all the more crucial because hiring a vehicle for business purposes involves a whole chain of players. While leisure customers are starting to get into the habit of reserving their vehicle from their smartphone, as they already do for a train ticket, business travellers tend to make their reservations via their travel agent. There are several reasons for this: from the traveller's point of view, booking directly with each of the suppliers involved would often be akin to an obstacle course, not to mention last-minute changes. What's more, the traveller is not the only player involved, as Christine Giraud, Travel Agency Sales Director at Avis, points out: \"The travel agent is not the only one involved.Our focus is on both the end customer and the prescriber. The traveller's expectations concern geographical coverage, security, flexibility and, of course, processing speed. The prescriber also expects these elements, as well as regular reporting and assistance in managing travel policy. Above all, they want peace of mind: the less they hear about their supplier, the better off they'll be!<\/em>\".<\/p>\n

\"Koolicar\"<\/a>
Private hire is beginning to take off, as is the case with Koolicar.<\/figcaption><\/figure>\n

However, the efforts being made to attract business customers are not enough to see the number of car rentals take off in a relatively mature French market. No matter: car hire companies like to point out that the majority of the population has never yet rented a car, guaranteeing a comfortable margin for growth. Is this wishful thinking or legitimate optimism? There are a number of factors that could argue in favour of this positive approach. Starting with generational change. The good old \"daddy car\", sacred and pampered every weekend, has fallen from its pedestal. Accustomed by the sharing economy to renting a flat with friends, younger people no longer see the purchase of a vehicle as a priority, with the pedestrianisation of city centres and the difficulty of finding a parking space adding to the problem. \"In a big city like Paris or London, owning a vehicle is quite a challenge.<\/em>\"confirms Christine Giraud from Avis.<\/p>\n

Paradoxically, the rental market could also benefit from the growing importance of environmental issues. Most car hire companies have, with varying degrees of success, developed an electric range, such as the Blue Car adopted by Europcar, which lets you hire an electric vehicle and use the Autolib parking spaces in Paris to recharge the car. While we await the advent of the autonomous car, car hire companies seem determined to explore all avenues to ensure the future of a market in the throes of change.<\/p>","protected":false},"excerpt":{"rendered":"

With the new urban mobility offers, the shared car model is becoming a trend. Traditional car hire companies are capitalizing on this trend by joining forces with new players and providing a framework for collaborative practices.<\/p>","protected":false},"author":17,"featured_media":50389,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63],"tags":[113],"type-darticle":[],"n_magazine":[1741],"class_list":["post-50383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-deplacements-urbains","tag-location-de-voiture","n_magazine-n149","vapo-free"],"acf":[],"yoast_head":"\nLocation automobile : Le virage de la mobilit\u00e9<\/title>\n<meta name=\"description\" content=\"Avec les nouvelles offres de mobilit\u00e9 urbaine, le mod\u00e8le de la voiture partag\u00e9e devient tendance. 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