Electric mobility is seen as a realistic way of tackling Madrid’s air quality and climate problems.
The city authority has envisaged a substantial increase in the deployment of electric mobility.
The change over to electric mobility is not just a change of technology but requires behaviour change which is often dependent on the relative cost of the new behaviour/travel mode on offer. One way of making electric mobility more appealing in this regard is shifting from vehicle ownership, with a high cost, to temporary vehicle use offering greater flexibility, more adequate and lower demand in parking space. Since December 2016 emov, a non station based electric car sharing scheme, has complemented existing mobility services available in the Spanish capital.
Unlike most car sharing programs, emov is not station-based. The concept is simple:
• No need for a subscription or vehicle reservation;
• Users can access vehicles where they want and then drive off;
• Parking is possible anywhere in Madrid, i.e. Electric Cars can park at no cost in any green, blue, or white parking region in the city, and have access to most of the areas were traditional cars don’t have access anymore;
• There’s no need to take the car back to a fixed depot.
• To drive emov electric, one must register with the service through the website, and then all is made through the user smart phone.
Users pay only for the actual number of minutes of car usage.
A electro-mobility supporting policy of Madrid allows EV to park without paying anywhere in Madrid (green, blue, or white areas)
Another important policy is free access to EV to the city centre (while conventional cars have restrictions) and there is no limitation of the carsharing fleet.
Evidence of success
• 130.000 users of Emov in less than one year
• 550 vehicles (all of them 100% electrical vehicles, Citroen C-Zero)
• Medium travel of 20 minutes at 0,24€/minute, the price is half of Cabify or Taxi
• Each car does a media of 13-14 trips, thus computing for around 12 conventional cars that don’t move within the City. As well the rotation of parking lots is quite good.
• Employment creation of 140-150 positions (there is a need of a service 24/7).
The main investment of the company is on the 2 hubs of rapid electrical chargers that has had to implement, if the city develops a rapid chargers network within the city this investment would be reduced, and thus more carsharing companies could develop this kind of business in smaller cities
Potential for learning or transfer
As the investment costs of the company are high if you don’t have a rapid charging network in the city, the main need to replicate this experience in another European city is that it has over 500.000 inhabitants in the region were the carsharing company is going to implement its scheme.
As well, this region must be compact (due to the autonomy of electric cars), thus a city or a compact metropolitan area. And finally it must have attraction poles (such as working places, etc.), so inhabitants have the need to move every day within this area.
As well as these kinds of companies learn more and more, and EV reduces their price, they could study the replication in other smaller areas.