Learn why Latin American consumers are changing their perceptions of personal mobility. And what the range of innovative new transport solutions (public, shared, crowd-powered, sustainable and more) means for all businesses.

1. trendwatching.com
FEBRUARY 2014 South & Central America Trend Bulletin
METRO MOBILITY
Why Latin American consumers are rushing to
innovative urban transport solutions.
trendwatching.com/southcentralamerica/trends/metromobility

2. introduction:
Experimentation-prone consumers in Latin America’s
big cities want to expand their horizons: geographical
and otherwise. They’re moving beyond the car as the
default choice when it comes to personal mobility, and
embracing a range of innovative transport solutions:
public, shared, crowd-powered, sustainable and more.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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3. This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/metromobility
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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4. DRIVING THIS TREND:
1. FROM A DREAM TO A NIGHTMARE
In terms of convenience and status: the once-mighty
car is losing its appeal.
2. NEW ALTERNATIVES
A new transport ecosystem springs into life.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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5. 1
FROM A DREAM TO A
NIGHTMARE
In terms of convenience and status: the
once-mighty car is losing its appeal.
A host of forces are pushing Latin American
consumers towards a new range of diverse, innovative
and (often) collective metropolitan transport
solutions.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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6. THE TRANSPORT DREAM:
Rising prosperity has given vast numbers of consumers in Latin America
access to cars.
From 1997 to 2012, São Paulo gained 1.4
million new cars (against 1.3 million more
people).
- Companhia de Engenharia de Tráfego de São Paulo, November 2013
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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7. A TRANSPORT NIGHTMARE:
But, with car ownership far beyond limits of metropolitan road systems, for many
the dream of car ownership has turned into a nightmare.
The number of consumers in São Paulo willing
to leave their cars at home increased from 65%
in 2012 to 79% in 2013.
- Rede Nossa São Paulo, September 2013
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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8. MOBILE STATUS SHIFT
PROTEST POWER
For decades the car reigned as the ultimate symbol,
and practical facilitator, of personal freedom.
Protests in São Paulo last June – sparked
by rising bus fares – brought debates about
transportation issues to the forefront for many
across Latin America. In Mexico City in December,
similar protests were triggered by subway fares.
That’s now changing thanks to:
• A shift away from product ownership towards
premium experiences as a way of accruing status.
Governments have realized they ignore the voices
of (better-informed and connected) citizens at
their peril.
• The smartphone has replaced the car as the
facilitator of ultimate personal freedom.
• Consumers realizing that they are more likely to
earn transport freedom when they act collectively,
not independently.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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9. 2
NEW ALTERNATIVES
A new transport ecosystem springs
into life.
While a host of forces push consumers away from the
car as the go-to transport option, a new ecosystem of
alternatives – faster, more efficient, more sustainable,
more pleasant – is growing up to serve the consumer
need for mobility.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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10. From December 2012 to August 2013,
ECOBICI, the bike sharing program
supported by the Mexican Government*
in Mexico City, had an increase of 61% in
the number of users.
- Environment Secretary from Mexico City, September 2013
* Government investment isn’t all that’s feeding the new transport ecosytem. Private enterprise, sharing
models, and empowering digital platforms also play key roles.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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11. some EXAMPLES of THE NEW
TRANSPORT ECOSYSTEM…
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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12. Mozilla & Telecom Vivo
Partnership offers residents free wifi at
bus stops
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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13. Easy Taxi & Santander
Bank customers receive discounted cab
rides booked via app
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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14. ECOBICI joins La Tarjeta Multimodal
Bike hire scheme added to Mexico City’s
public transport pass
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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15. Vitacon, Joycar & Ciclomidia
Apartment block offers residents car and
cycle sharing services
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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16. Bandeirada Cultural
Facebook-connected app enables
strangers to share a cab to cultural events
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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17. PAZicleta
‘Peaceful’ cycle promotes road harmony
and comes with safety classes
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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18. Mercedes-Benz & Gemini Tours
Event-based ride-sharing initiative
launches in São Paulo
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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19. Aro 27
Hybrid café and bicycle workshop opens in
Brazil
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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20. Bike da Firma
Scheme encourages employees to cycle
with distance-based rewards
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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21. KPO
Mobile app rewards cyclists with virtual
coins for completed challenges
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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22. NEXT: Some implications to consider
MOBILE MOMENTS
Consumers using public transport will find they have more
time – with their smartphones – on their hands.
TRANSPORT NEUTRAL
As a plethora of transport options emerge, brands must
cater to every kind of journey.
BRANDED GOVERMENT
Expectation that brands drive positive civic and social
transformation will only heighten.
VIRGIN CONSUMERS
If newly affluent consumers have turned their backs on the
car, what traditional status signifier is next?
PEACE KEEPERS
As transport options diversify, brands that campaign for
inter-commuter empathy and road safety will stand out.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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23. NEXT
The shift away from cars is helping to reshape the Latin
American city, and change the nature of city living.
No matter what industry you’re in, get thinking about which
new product, campaign or service innovation opportunities (if
not whole new business models!) the METRO MOBILITY trend
can offer you.
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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24. This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/metromobility
www.trendwatching.com/southcentralamerica/trends/metromobility
METRO MOBILITY
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25. WANT MORE?
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