Competitor Strategies in Shared Mobility

March 2024

The report observes the changing dynamics of loyalty in mobility, focusing specifically on the automotive, shared mobility and car rental industries. It identifies and examines the key themes shaping modern loyalty and how brands should adjust their strategies to enhance customer retention and lifetime value.

USD 1,475
Request More Information

Delivery

This report comes in PPT.

Key findings

Uber and Beijing Xiaoju continue to lead, with ride hailing dominating

Uber Technologies and Beijing Xiaoju Technologies Co Ltd are the largest shared mobility companies. Both have built their competitive strength through their ride-hailing brands, Uber and Didi, respectively. Their dominance reflects the popularity of ride hailing, which accounted for an estimated 86% of shared mobility gross booking value in 2023.

Profitability ambitions mount

Profitability is becoming a crucial theme in the shared mobility industry, amid rising interest rates and IPO endeavours. Tighter financing conditions are pushing companies to focus on their most profitable business arms and geographies, as private equity firms and venture capitalists cut back on investment.

Brands look to loyalty as a source of competitive strength

Mobility brands are looking to bolster customer lifetime value through engaging, innovative and unique loyalty strategies. This includes the use of subscriptions, gamification tactics, super-apps and sustainable claims to better reach and engage their target customers.

Partnerships help augment business models

Shared mobility companies are increasingly developing strategic partnerships to procure better transport services. This stems from a need to deepen service differentiation in an increasingly maturing industry, as brands look to stand out and promote exclusivity.

Premium offers help tap into wealthier class

Premiumisation is an emerging area of growth, as brands look to cater to the higher end consumer market. As well as existing shared mobility brands positioning in this segment, new companies focusing solely on premium and luxury mobility services are springing up.

Scope
Executive summary
Top companies in shared mobility
Shared mobility remains a two-horse led by Uber Tech Inc and Beijing Xiaoju Tech Co Ltd
Industry players remain ride-hailing orientated, despite efforts to diversify
The largest shared mobility markets are largely monopolised by a single brand
Bolt and Grab: The few companies with exposure in both emerging and developed markets
Uber remains a truly global brand with strong market positions across most geographies
Ride hailing: Uber and Didi lead, as others continue to play catch-up
Car sharing: Turo leads with a 25% market share, as others see weaker performances
Bike sharing: Chinese brands dominate; strong shift to e-bike sharing
Scooter sharing: Lime holds advantage; Bird files for bankruptcy amid industry challenges
Ride sharing: Uber, Didi and BlaBlaCar vie for top spot in ride sharing
Key strategies in the shared mobility market
Companies prioritising profitability amid tighter financing conditions and IPO desires
Case study: Helbiz pulls back from unprofitable markets
Case study: Lime prioritising profitability as it seeks IPO
Loyalty: Shared mobility companies are focused on driving customer loyalty strategies
Case study: Forest Launches a monthly e-bike subscription service
Case study: Lyft launches “Green” mode to allow users to hail EVs or hybrids
Case study: Forest uses gamification tactics to build engagement and loyalty
Case study: Careem – the “everything app” catering to a diverse range of consumers
Strategic partnerships are becoming common as brands look to stay ahead of the competition
Case study: Uber partners with Waymo to provide autonomous rides
Case study: Karhoo and FreeNow partner to expand services across Europe
Shift to premium and luxury services provides ride-hailing brands with larger margins
Case study: Luxury and premium ride-hailing service provider Wheely enters Dubai market
Case study: Ola introduces Ola Prime Plus for premium ride-hailing customers
Summary points

Mobility

All vehicles captured by Euromonitor's vehicle volume sales data, i.e. light vehicles -passenger cars and light commercial vehicles combined. Medium and heavy-duty trucks and buses are not covered.

See All of Our Definitions
Share:

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

;