This document discusses the economics of Blue Car, an electric car sharing service operated by Bolloré. It describes how Bolloré won a 12-year contract from Paris to launch Autolib in 2011 with 266 stations. Bolloré then expanded Autolib near Paris and launched similar services in other French cities. It established subsidiaries to sell battery and electric vehicle-related services. While electric vehicles provide benefits for car sharing services, Bolloré faces competition from other car sharing operators and functional challenges of electric vehicles' range.

1. ECONOMICS OF ENERGY
CASE STUDY : BLUE CAR
Florian GOURET
Guillaume FERCOQ

2. 2
 Car sharing & Blue car
 Context of this new product
Introduction
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Annual average rate brent USD

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Monthly rate brent USD 2007-2009*
B. Delanoë Mayor
of Paris submits
the idea of Autolib
(*) : From U.S. Energy Information Administration (EIA)

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Case study : blue car
Problematic & Plan
Problematic
The economic expansion of Bolloré on the electric car sharing market
I Paris
A Launch
1- The call for tender
2- Expansion
B Setting up new services
1- Technical infrastructure
2- Legal consortium
II Offer vs demand : Bolloré’s
evolution
A Companie’s expansion in this
market
1- In others countries
2- Subsidiaries : services to sell
B Business outlook
1- Oil vs electricity : the question
about fonctionnality
2- Synthetic analysis (SWOT)

5. 5
 The call for tender
o Existence in Europe of a specific right
o A launch by Paris : public initiative
o BUT a public delegation service agreement
o Bolloré won 12 years contract starting at december 2011
o Public sustainabilty : share of losses between Bolloré and Autolib
Métropole at – 60 M€/12 years*
Starting point - Paris
(*) : https://www.autolib.eu

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Situation in 2012
47 cities
266 stations
Starting point - Paris

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Expansion near Paris
Situation in 2016
90 cities
759 stations

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 2011 : Autolib - 266 stations in Paris
 2013 : Bluely in Lyon*
o 51 stations
o Not a public service delegation
agreement (100% supported by
Bolloré)
o Bluecar and Twizy
 2014 : Blueclub in Bordeaux
o 40 stations
o 100% Bolloré
The other projects in France
(*) : https://www.bluely.eu

9. 99
Lithium Metal Polymer battery :
• suited to urban and suburban electrically
transport
• Compact
• Light
• totally safe
• autonomy of 250km
• 53 million kilometers with no major incident
since 2011
Setting up new services
A technical opportunity

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Setting up new services
A technical opportunity*
(*) : http://www.autolib.eu

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Setting up new services
Legal consortium in 2010*
(*) : Bolloré’s registration document 2010

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Setting up new services
Legal consortium in 2014*
(*) : Bolloré’s registration document 2014
Technical adapation but also adaptation of
a company to sustain the demand

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New companies since 2011 known as : Blue solutions which provide services
around the batteries
Results of these companies are growing up : financial support of a group is
behind
Setting up new services
Legal consortium
-36
-6
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-40
-30
-20
-10
0
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Net results (M€) 2013-2014-2015*
(*) : Annual reports Blue solutions 2013-2014-2015

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Offer vs demand : Bolloré’s evolution
Companie’s expansion in this market*
(*) : https://www.blue-solutions.com
But competition
Hertz on demand (oil)
ZIPCAR

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Blue solutions operating chart
Blue solutions perimeter

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Subsidiaries
The services to sell
 Bluezone : Developping energy independancy with renewable
energies, batteries (LMP : Lithium Metal Polymer)
 Independent systems : Developping energy independancy with
electric vehicles
 Bluebus : Developping public transportation
 Car Sharing : fully integrated solution (batteries, vehicles, charging
stations, information system, helpline) such as Autolib’ in PAris
 CORE Business : sell batteries (objective 2017 : sell 6000
accumulators*)
 Bolloré sells other services around this core business
(*) : Annual report Blue solutions 2014

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Blue solutions operating chart

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Oil vs electricity : the question about
fonctionnality
What is the goal of the product ?
Provide a service 24h/7d whatever the climate.
Loading the car do not be an issue.
Electric vehicles are much better due to all facillities
setup.
Range about 120 to 300 km according to the city.
No poluted cars.
No 100% fuel vehicles
Hybribe are too expensive.

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Oil vs electricity : the question about
fonctionnality
Autolib Zipcar Drivy
Annual rent 120 59 0
Houre rent 5,5 6 According to the
use
Number of cars 2500 200 undetermined
Use Short range short-mid mid-long
Kind of cars electric Both fuel

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Synthetic analysis (SWOT)
Positive Negative
Internal
Strengths
LMP
Financial
Adaptation
Weaknesses
Not the core business
LMP terms of use
External
Opportunities
European right
Cooperation to provide part
of products
Threats
Functional competition (oil)
New operators

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Bibliography
- Annual activity report 2012,2013,2014 & 2015 : Autolib’Métropole
- http://www.eia.gov/ : U.S. Energy Information Administration (EIA)
- http://www.autolibmetropole.fr/
- http://www.bollore.com
- https://www.blue-solutions.com