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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.

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  1. 1. FEBRUARY 2014 South & Central America Trend Bulletin METRO MOBILITY Why Latin American consumers are rushing to innovative urban transport solutions.
  2. 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. METRO MOBILITY 2
  3. 3. This is just a short extract. Read the FULL Trend Bulletin (for free!) METRO MOBILITY 3
  4. 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. METRO MOBILITY 4
  5. 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. METRO MOBILITY 5
  6. 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 METRO MOBILITY 6
  7. 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 METRO MOBILITY 7
  8. 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. METRO MOBILITY 8
  9. 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. METRO MOBILITY 9
  10. 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. METRO MOBILITY 10
  12. 12. Mozilla & Telecom Vivo Partnership offers residents free wifi at bus stops METRO MOBILITY 12
  13. 13. Easy Taxi & Santander Bank customers receive discounted cab rides booked via app METRO MOBILITY 13
  14. 14. ECOBICI joins La Tarjeta Multimodal Bike hire scheme added to Mexico City’s public transport pass METRO MOBILITY 14
  15. 15. Vitacon, Joycar & Ciclomidia Apartment block offers residents car and cycle sharing services METRO MOBILITY 15
  16. 16. Bandeirada Cultural Facebook-connected app enables strangers to share a cab to cultural events METRO MOBILITY 16
  17. 17. PAZicleta ‘Peaceful’ cycle promotes road harmony and comes with safety classes METRO MOBILITY 17
  18. 18. Mercedes-Benz & Gemini Tours Event-based ride-sharing initiative launches in São Paulo METRO MOBILITY 18
  19. 19. Aro 27 Hybrid café and bicycle workshop opens in Brazil METRO MOBILITY 19
  20. 20. Bike da Firma Scheme encourages employees to cycle with distance-based rewards METRO MOBILITY 20
  21. 21. KPO Mobile app rewards cyclists with virtual coins for completed challenges METRO MOBILITY 21
  22. 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. METRO MOBILITY 22
  23. 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. METRO MOBILITY 23
  24. 24. This is just a short extract. Read the FULL Trend Bulletin (for free!) METRO MOBILITY 24
  25. 25. WANT MORE? MORE... Enjoyed this Trend Bulletin? Keen for more? 1. Our free South & Central America Bulletins 2. Our 2014 Premium Service Should you be one of our 1,200+ Premium clients? Subscribe to our South & Central America Bulletins here. SUBSCRIBE ME » See how Premium will benefit you If you have any comments, suggestions or questions then please do let us know. Just email: Nathalia Souto Senior Client Services Manager About us Established in 2002, is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries. More at