1. The Urban Market for Car Clubs
CIVINET Sustainable Mobility Convention – 21 Sep 2010
Nathan Kaczmarski
Principal Planner – LB Islington

2. Summary What is a car club? General benefits of car clubs
Islington’s car club today
How BIG can car clubs get?
How will we get there?
Where to go for help

3. What are Car Clubs? Pay-as-you-drive access to cars
Conveniently located
More affordable than owning (for occasional drivers)
All-inclusive price (fuel, insurance, tax, parking, etc)
Book by phone or internet – access using smart card

4. Why car clubs are essential in today’s British city/town
To reduce car ownership
To reduce parking pressures
To reduce car use
To reduce traffic congestion
To reduce carbon emissions
To increase use of healthier, more environmentally friendly forms of travel
To challenge the cultural dominance of cars and car ownership

5. Islington’s car club today
11,145 members
Nearly 200 bay locations in the borough
Streetcar in single-operator contract
Consistent growth
Monthly growth of 6% (between April 2007 and September 2009)
31% growth in 2010

6. Growth Graph

8. How BIG can car clubs get?
Study to provide a better understanding of market potential of car clubs in Islington and Camden
Use of car club member data and TfL travel survey data
Segmentation of populations by demographics (MOSAIC) and analysis of each population segment by
Driving licence holding
Travel to work by car
Household car ownership
Household income
Weekly car trips

9. Market Potential in Summary for Islington
Estimated maximum of
Almost 40,000 members in Islington (33% of adult population)
800 bays (50:1 ratio)
Potential for net reduction in private car ownership of 8,000 vehicles

11. Key Markets Primary Segments: Secondary Segment:
Counter Cultural Mix (Potential of adult population of segment: 27%)
City Adventurers (Potential of adult population of segment: 52%)
Global Connections (Potential of adult population of segment: 54%)
New Urban Colonists (Potential of adult population of segment: 49%)
Cultural Leadership (Potential of adult population of segment: 54%)
Secondary Segment:
Metro Multiculture (Potential of adult population of segment: 5%)

12. Car Club potential of population

13. How will we get there? Key market segments Infrastructure
Growth using existing markets
Huge potential to look at markets with a ‘high-propensity’ to join a car club (metro-Multiculture and business users)
Infrastructure
Strategy for location identification
Higher-density locations (hub?)
Cost-savings
Targeting locations
Signs
Authorisation and in-fill
Funding streams and investment
Capital and S.106 contributions
Integration with other schemes (Low-Car Neighbourhood)
Investment curve…

14. How will we get there?

15. How will we get there?

16. Emerging approaches Joint marketing – LAs and operators
Low Car Neighbourhood
Car club station as part of larger environmental improvement scheme
Provide incentives to residents to give up parking permits
Implement mini-CPZ to prevent neighbours from filling vacated parking space
Reward residents with more attractive street (and higher property values?)
Sub-regional procurement, contracts and procedures?

17. The Dream 1/3 of all drivers relying on car clubs
1/3 of all parking space re-allocated to green space, play space, cycle parking, public art, etc
Congestion, pollution, carbon emissions, oil wars eliminated
Catch a train to any station and drive a car club car the rest of the way

18. Where to go for help
Carplus.org.uk – best practice guidance, research, advice for members
Steer Davies Gleave
A neighbouring authority with car club experience
Department for Transport

19. Questions? Nathan Kaczmarski Islington CouncilE: T:
Matthew Clark
Steer Davies Gleave E:
Tina Pancha
Camden Council E: 19