In response to seeing that in general, people around the world are buying fewer vehicles, Ford launched a car-sharing program.
The Ford Smart Mobility initiative involves a Peer-2-Peer Car Sharing pilot program that is set to involve thousands of people in major cities across the United States. Even for those who are not in the market to buy a new vehicle immediately, Ford sees the program as a "bridge to ownership" and a way to raise awareness and loyalty by becoming familiar with the brand through experience.
In its research, Ford found that Millennials are extremely open to resource sharing, especially if it helps to even out the costs of vehicle ownership and offset monthly payments, especially since vehicles spend a lot of time being parked rather than constantly in use.
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