Pay-As-You-Live The Business of Sharing in the UK

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PAY-AS-YOU-LIVE DEFINITION

PAYL Generation n: people born and living in the UK post Second World War aged 18-54, who because of advances in technology, and growing awareness of economic issues and environmental factors, are increasingly likely to hire and/or share goods and services on a temporary basis, choosing to make the most of their full usage potential, rather than buying outright.

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Contents Introduction: Mark Walker, General Manager, Zipcar UK

Research findings: Embracing a pay-as-you-live lifestyle in the UK

Pay-as-you-live brands in the UK

Trend insight: The Future Foundation

Consumer purchasing habits are at an inflection point in the UK. Against a backdrop of economic uncertainty and enabled by the latest technology, new models of consumption have now blossomed into serious contenders to the old ownership model.

I’m talking about fresh, collaborative models that we, as empowered, digitally-connected individuals find far more meaningful and relevant, not just because they’re smarter, cheaper and environmentally-sound, but because they’re attuned to the way we now aspire to live. These models enable us to access goods and services as and when we need them; releasing us from the burden of ownership. Whether it’s a car by the hour, a dress by the day, or a pram for a month, we’re finding that the ‘hiring and sharing’ of goods and services is increasingly making more sense to us than outright ownership. This is particularly true of those providers who have leveraged the latest technological advances to make their offerings simple to access 24/7 and convenient to use. Such organisations have truly captured our imagination because they’ve opened doors to new, better ways to consume, better ways to live our lives day-to-day.

With this in mind we launch our report ‘Pay-as-you-live: The Business of Sharing in the UK’. Developed in conjunction with YouGov and trends forecaster, The Future Foundation, the report explores the acceleration of this pay-as-you-live lifestyle and demonstrates the degree to which this ‘pay-as-you-live’ mind-set has been embraced and adopted by British consumers. Pay-as-you-live lifestyles are being adopted by more people, in more ways than we ever imagined - clearly, the tipping point is upon us.

“PAY-AS-YOU-LIVE LIFESTYLES ARE BEING ADOPTED BY MORE PEOPLE, IN MORE WAYS ThAN WE EVER IMAGINED.”

Introduction

“FRESh, COLLABORATIVE MODELS ThAT WE, AS EMPOWERED, DIGITALLY-CONNECTED INDIVIDUALS FIND FAR MORE MEANINGFUL AND RELEVANT”

Mark Walker, General Manager, Zipcar UK

Our research highlights that this trend is being fuelled by far more than cost. Convenience, simplicity, reliability and technology are all key drivers powering this ‘pay-as-you-live’ lifestyle. As the UK’s largest pay-as-you-drive car club, Zipcar’s business model is built on these very foundations. Our vehicles are widely distributed to be purposefully located close to where our members live and work; and, unlike traditional car hire services, our members can book our vehicles by the hour as well as by the day, with a simple click of an app. It’s effectively like having a ‘car in your pocket’, ready whenever you are.

Although the concept of hiring and sharing is not new – never before has it been so widespread. Two major factors have combined to cause this paradigm shift. For the first time, we now have innovative business models in place that truly enable it to work in practice – models that are more convenient and made simple to use by smart technology. We have partnered with several of these businesses to produce this report, and further in the report, you can read more about a range of goods and services across a number of sectors, enabling a ‘pay-as-you-live’ lifestyle, including Girl Meets Dress, Rdio, Storemates and Desk Wanted.

Technological advances, particularly in mobile, mean many of these new business models are self-service, meaning more convenience for the consumer. Since the Zipcar mobile application launched, our members have been delighted that they can do everything from booking the car, to honking the horn, to unlocking the vehicle right from the palm of their hand. Indeed, 60 per cent of Zipcar reservation activity takes place via mobile devices.

The second factor driving forward the ‘pay-as-you-live’ lifestyle is of course consumer appetite, and the increasing desire to hire and share goods in place of ownership. That appetite now stretches far beyond the young ‘early adopters’. Indeed, we’ve become a nation of two halves, when it comes to attitudes towards ownership. There are the 55+ “war-babies”, who have been raised with strong values around ownership, then there are the under 55s, a mass group we call the PAYL Generation, because they favour the pay-as-you-live shared hire model over ownership. Our research shows that twice as many Brits belonging to the PAYL Generation would choose to hire rather than buy goods and services compared to those aged 55 plus, with this age group responsible for accelerating the trend with over one in five more likely to hire and share goods today than they were a year ago

Why has it suddenly become so widespread?

Firstly, the PAYL Generation are becoming more considered when it comes to making financial decisions. They’re thinking about the real value not the face value of owning an item. In other words, it’s total cost which includes its cost per use, how quickly it depreciates, how much it costs to maintain and how convenient it is compared to the classic models. We’ve found our own pay-as-you-drive model resonates strongly with them for this reason. They can see at a glance exactly how much a trip will cost them, and they can instantly see that if they’re making lots of short trips, it’s a cost effective and convenient way to travel.

And it’s not just about saving money and time. The PAYL Generation have grown up believing that waste is bad. That’s why the ‘pay-as-you-live model’ has now stretched beyond more established categories, such as mobile phones, to new ones including music, workspaces and even fashion.

The waste factor also comes into play when this group consider certain ‘milestone’ purchases – items that are just required for a short period of time, at quite specific life-stages, such as that wedding dress they’ll wear just once, kids clothes that they’ll grow out of in months and high-ticket, low-use items like baby car seats and cribs. It’s little wonder that a whole host of services have emerged within the pay-as-you-live space to cater for each and every one of these needs. And, what’s interesting is that people aren’t just opting for the entry level alternatives. This group want to hire a slice of luxury, a little of the high-life they would not ordinarily be able to afford. The luxury hire market is having a real moment, from designer bags through to art. At Zipcar too, we’re finding that a number of our members are choosing high end cars for those long weekend breaks or important dates because these experiences are enhanced by arriving in the right car – It all comes down to convenience, flexibility and cost.

I do hope you enjoy reading this report and at Zipcar, we look forward to continuing to evolve and support consumers and businesses alike to embrace a ‘pay-as-you-live’ lifestyle in the UK.

Mark WalkerGeneral ManagerZipcar UK

Pay-As-You-Live in the UK: Research findingsZipcar’s report ‘Pay-As-You-Live: The Business of Sharing in the UK’ was commissioned by Zipcar in conjunction with YouGov and The Future Foundation, to explore and uncover attitudes to hiring and sharing across the UK. The report findings reveal that the younger half of the population (18-54 year olds): the PAYL Generation are fuelling the growth for a pay-as-you-live lifestyle. The following is a snapshot of the key findings from the research.

Research findings: Embracing a pay-as-you-live lifestyle in the UK

What’s Mine is Yours: the rise of Collaborative Consumption, Rachel Botsman (2009)

£22.4 BILLION is the estimated value of pay-as-you-live lifestyle in the UK

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TOP ITEMS BRITS WOULD CONSIDER hIRING

As Brits get increasingly comfortable with a ‘pay-as-you-live’ lifestyle they are also considering hiring less traditional items such as art and clothing.

ITEMS BRITS WOULD CONSIDER hIRING

56%55%48%35%

56%55%48%35%

56%

55% 48% 35%

TIME SPENT MAKING FINANCIAL DECISIONS

67% of the PAYL Generation are taking more time making big financial decisions than they did a year ago67%

Cars 56%

Blu rays & D

VD

s 55%

Holiday hom

es 48%

DIY equipment 35%

Factors inFlUencinG a Pay-as-yoU-live liFestyle

Brits are taking more time over purchasing decisions with three in four admitting they are working out the cost per use when deciding to hire something over buying it outright.

Cost per use 60%

Affordability 53%

On-going maintenance costs 45%

Depreciation in value 38%

Flexibility to upgrade or change styles or models depending on the occasion 29%

A family/friend’s recommendation 21%

Don’t know 20%

Impact on the environment 8%

Other 6%

It’s fashionable to do so at the time 3%

sHarinG across tHe UKPercentage of the nation that would choose hiring over buying

North Midlands East London South Wales Scotland Northern Ire-land

14% 17% 14% 20% 12% 11% 12% 23%

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tHe rise oF sHarinG across tHe UK: Pay-as-yoU-live Generation vs tHe over 55sOver one in five (21%) of under 55s are sharing more now than they were a year ago, compared with just 13% of over 55s.

AN EvER INcREASINg

TRENd

iteMs Brits oWn BUt no lonGer Use

Bicycle 21%

Pram 19%

Blu-rays & DVDs 15%

Car seat 13%

Books 11%

Other

19%

10%

attitUDes to Pay-as-yoU-liveTwice as many of the PAYL Generation are choosing to hire if it means they can avoid buying compared to those aged 55+.

One in six (16%) Brits would choose to hire over buying

A NATION OF ShARERS

Calculations based on 19% of 18-54 year olds would choose to hire over buy and 10% of over 55s and population data taken from Mid-2010 Population Estimates: United Kingdom; estimated resident population by single year of age and sex data from the Office of National Statistics, which showed there were 33,743,900 18-54 year olds and 17,646,500 over 55s in the UK.

1,764,650of over 55s would choose to hire over buy

UNDER 55’S PREFER TO hIRE RAThER ThAN BUY

6,411,241of 18-54 year olds would choose to hire over buy

tecHnoloGy anD sHarinG

Advances in technology and self-service business models are fuelling the shift towards a pay-as-you-live lifestyle.

convenience oF sHarinG

There are 10 times more Zipcar locations than there are Starbucks in London

cost BeneFits oF Pay-as-yoU live

The typical Zipcar member saves £3,162 per year, or £264 per month compared to owning their own vehicle

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2088 adults. Fieldwork was undertaken between 3rd - 5th September 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

(32%) of the PAYL Generation believe that advances in technology have helped to facilitate pay-as-you-live lifestyles

1 in 3

£264

£3,162

Pay-as-you-live brands in the UKFuelling the rise of a pay-as-you-live lifestyle are a number of innovative businesses, which are helping to facilitate the sharing and exchanging of resources – from clothing, to cars, space and entertainment.

Zipcar UK is part of the Zipcar Inc, the world’s largest pay-as-you-drive car club with over 731,000 members and more than 11,000 vehicles in urban areas across the United Kingdom, United States, Canada, Spain and Austria.

Zipcar is committed to a vision of a smarter transport system for a more sustainable future, complementing public transport and reducing congestion, as every car shared takes 20 vehicles off the road.

Zipcar is a modern, self-service model designed to evolve with the urban lifestyles of it members to offer the most relevant service of its kind. By using cutting edge technology members can book, locate and even unlock their car simply through the use of a mobile app. Plus Zipcar offers total convenience to its members as there are 10 times more Zipcar locations than there are Starbucks in London, meaning there is always a car when you need it. Outside of London, Zipcar also operates in Bristol, Cambridge and Oxford, as well as having local authority partnerships in Kent and Surrey.

cASE STUdY: car sharing

It is car ownership for the 21st century and offers hassle-free, cost effective and a convenient means of getting to your desired location. On average members spend 50 per cent less time behind the wheel and opt for options including public transport and walking instead.

Zipcar also gives it members tangible cost benefits, as by using a car club it removes the high costs of car ownership, with a typical member saving £3,162 per year Members also benefit from 40 miles of fuel, insurance, maintenance, roadside assistance, road tax and the Congestion Charge when travelling in London.

Deskwanted is a global platform of coworking spaces and shared offices, connecting flexible workers to their ideal working communities. It also provides management tools for collaborative workspaces, helping them connect members, promote their space, and organise their co-workers. Founded in Berlin in 2010 by Carsten Foertsch and Joel Dullroy, Deskwanted was created in response to the lack of a platform to find and join shared workspaces. Deskwanted is now the largest online platform of co-working spaces, with more than 1000 listed on its site.

Deskwanted is a prominent supporter of the coworking movement, a trend that addresses the need for freelancers and independent workers to connect with diverse and dynamic communities in a manner that is compatible with their flexible, mobile lifestyles. Deskwanted has promoted this new collaborative work trend, and has perceived a steady upwards growth in collaborative workspace numbers. Since 2005, the number of coworking spaces has almost doubled each year. In the UK alone, there are over 100 of these collaborative workspaces, up from only a dozen a few years ago.

“We believe coworking spaces are just the beginning of a much bigger revolution in the way we use workspace. Every office can become a shared workspace by offering one, two or even all of their desks to freelancers and travelling workers,” says Joel dullroy, co-founder of deskwanted.com. “A significant proportion of the workforce is already freelance, with more to join their ranks. These flexible workers have a different approach to how they use resources, with an emphasis on sharing over owning. Just as they embrace shared apartments when they travel, and shared cars when they commute, they also want to share their workspace.”

Coworking spaces address the desire to remain flexible, without compromising accessibility and convenience. They do away with archaic long-term contracts and instead embrace a degree of openness, allowing their community members to pay by the day, week or month. This model fits with society’s move away from traditional consumer behaviour, and towards a pay-as-you-live model of consumption.

cASE STUdY: Office space

A new concept in self storage, storemates brings together people looking for cheap storage in households with little space.

Storemates helps its members find accessible storage space in other people’s homes, who have unused space. This allows storage seekers to save money by avoiding the cost of commercial self storage. Those with unused space can earn a regular income by renting it – this can be any space, from lofts to garages, spare rooms to freezers.

Storage providers are asked to provide detailed information about their storage space and through a system of self-regulation, reviews, guidelines on safety and security, a contractual relationship, insurance and restricted items, users can trade storage space safely. Storemates allows people to build trusting, mutually beneficial relationships with other members of their community.

cASE STUdY: Storage solutions

“We don’t just provide affordable storage, we also offer a way of increasing people’s interconnectedness within their community,” says Shaff Prabatani, co-founder of Storemates. “We have embraced the spirit of a pay-as-you-live lifestyle, and are taking part in a growing movement of exciting ventures that are looking to reshape the way we consume and interact with each other through loaning, reusing, swapping, recycling and hiring. We are learning to develop trusting relations between likeminded strangers, share resources, hire and swap goods and services rather than buy them outright.”

ParkatmyHouse is the world’s largest online parking marketplace created to connect home and business owners who would like to earn money from renting their space with drivers in need of a convenient, safe and cost-effective place to park.

Founded in 2006 by Anthony Eskinazi, today Parkatmyhouse offers an easy-to-use online facility to book a property-owner’s driveway, garage or car parking space on a one-off or regular, short-term or long-term basis. Property owners are able to realise a profit from a previously underutilised asset while drivers secure a preferred parking space.

By enabling and encouraging compact, off-road parking, Parkatmyhouse helps prevent parked vehicles from clogging up the streets and contributing to congestion. This in turn makes roads safer for pedestrians and cyclists and improves accessibility for public transport and emergency vehicles.

Anthony Eskinazi, Founder of ParkatmyHouse says, “Parking is a great entrance point for those yet to take advantage of the savings and convenience of collaborative marketplaces. Parking on private property makes both car and property more secure and, in common with other collaborative consumption business models, is a great way to both save and make money.”

cASE STUdY: Shared parking

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cASE STUdY: Luxury clothing

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girl Meets dress is the leading luxury rental service where women can borrow designer dresses and accessories at up to 95% off the retail price.

Launched in 2009 by Anna Bance and Xavier de Lecaros-Aquise, Girl Meets Dress.com is a pioneering business. Members can borrow over 4,000 designer pieces from over 150 designer brands such as herve Leger and Marc Jacobs. The dresses are delivered for customer’s event dates to their home, office, wherever they want it – and all they have to do is wear it and send it back in the pre-paid box when they are finished with it.

Retail and consumer habits are changing significantly, both in terms of expectations but also in terms of value. The growth in rental is testament to that change. Luxury fashion rental is putting control in the hands of the consumer whereby women can now easily wear more trend led, time-sensitive fashions, while continuing to invest and buy only in those classic pieces which will stand the test of time.

Anna Bance, Founder of girl Meets dress.com commented “celebrities have always been borrowing dresses for special events, and now that everyone is a mini-celebrity in their own world, all women can have access to this concept - providing an easy and fun solution to not repeat outfits. The idea of pay-as-you-live for luxury items is making a big impact around the world, whether it is a holiday home, a boat or a car – and now designer clothing.”

cASE STUdY: Shared baby equipment

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Mini Lodgers was formed in 2006 and provides affordable baby equipment and toy hire for parents and carers travelling with babies and young children.

Users can rent travel cots, car seats, push chairs, high chairs, toys, plus baby essentials such as nappy gear, formula milk and toilet accessories at affordable prices.

Members can order these products online via the Mini Lodgers shop, select the items they wish to hire, and it will be delivered to any address in the UK.

Mini Lodgers also offers long-term hire so that people can hire a package for their child’s first year when a baby’s needs are changing regularly. Equipment can be provided for relocation clients who are in the UK for a few months but need a nursery set up for their child. They can also provide a pram or pushchair for someone who needs a short-term replacement while their equipment is being fixed.

Susan day, founder of Mini Logers comments “We believe that pay-as-you-live is the way to a successful economic and environment future – it also helps to bring communities together. The cost of providing enough baby equipment to keep your child happy and safe isn’t cheap so it makes sense for communities to keep these costs down and share that equipment with one another.”

cASE STUdY: Shared music

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Rdio is a digital music service that is reinventing the way people discover, listen to and share music. Rdio connects people with music and makes it easy to search for and instantly play any song, album, artist or playlist.

Rdio has millions of songs, from massive hits to rare gems to cult classics, with more added every week. Music fans can build a digital music collection that’s available wherever you are - on the web or phone, even offline. Find new music through friends, people with similar taste and the artists themselves.

At the heart of Rdio is a passion for music discovery and sharing music with others. Members are pointed in the direction of artists and albums that they may be interested in, through recommendations based on their individual music tastes. It is helping music find fans and fans find and experience music, quicker than ever.

Part of ‘the experience economy’, it encompasses the latest advances in

technology to offer a full suite of pay-as-you-live applications that fit seamlessly into people’s lives. Accessible across a growing number of devices, Rdio offers a means for the easy and accessible consumption of music.

Malthe Sigurdsson, vP of Product, Rdio comments “Rdio’s unique social design emulates the way music has always been shared - from person to person. We built our service from the ground up with the notion of discovering music through people, not just your friends. Rdio transforms the boring, spreadsheet-like way of consuming digital music into something visual and dynamic, and allows you to take it with you wherever you go.”

onefinestay is the world’s first unhotel, redefining city travel by letting guests live like a local in a distinctive private home while the owner is out of town – but with all the comforts and conveniences of a hotel. While guests enjoy beautiful homes and explore real neighbourhoods, homeowners earn a hassle-free income from their house or apartment at times when it would otherwise sit vacant.

Since launching in London in May 2010, the service has proved popular with owners of distinctive homes and the company has grown rapidly as well as expanding internationally to New York. onefinestay now has 600 members in London alone, each with a home worth, on average, £1.5 million. onefinestay seeks to deliver owners an income level which is comparable with the fair long let value of their home for every night a guest stays at their home, while onefinestay takes care of everything from meeting and vetting guests, to cleaning and providing a bespoke insurance policy for peace of mind.

greg Marsh, cEO and co-founder of onefinestay comments, “By providing a full spectrum of services for members as well as guests, onefinestay is spearheading the movement towards sharing luxury and taking collaborative consumption to the top end of the market.”

onefinestay provides a turnkey solution to profiting from your home. Before guests arrive, they clean and tidy each home from top to bottom, store away valuables according to the owner’s wishes, replace linens with five-star hotel linens, kit out the bathrooms with fluffy towels and White Company toiletries and provide an iPhone for guests.

cASE STUdY: Holiday accommodation

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Trend insight: The Future FoundationZipcar has partnered with leading global consumer research business, The Future Foundation. As an authoritative commentator in this field, The Future Foundation discusses the trends identified within our pay-as-you-live generation and the businesses who are fuelling the growth of this new model of ownership.

The Future Foundation specialises in identifying key consumer trends that will shape the business landscape of the future. Temporary ownership is a strong theme throughout the report and is one of the key trends that The Future Foundation is currently tracking and expects to see future growth.

There are many dimensions to the legacy of the late noughties recession but Britons’ more considered and questioning approach to price and consumption, aided by technology and online tools, is firmly centre stage.

There is no shame in being a geeky bargain hunter these days. Indeed, hard won deals or savvy spending decisions, and the underlying skills, are a rich source of personal satisfaction and kudos – something to be shared with and boasted about to friends and family.

Since 2009, in wave after wave of our trend tracking research, around 7 in 10 people have consistently agreed “I shop around extensively to get the best deals”. It is now over 6 in 10 of all Britons who regularly compare prices online. Recession psyche and the increasingly seamless integration of technology into our lives have re-booted our approach to consumption.

In response, we are seeing the rise of ‘alternative ownership’ models which, often through flexible online platforms, are evolving long-established options such as renting and second-hand purchase into more contemporary offers. Indeed, whether you are in the market for a bicycle, car, living Christmas tree, chef, diamond necklace or university text books, there are very few items you cannot ‘own’ for a little while these days. In certain contexts many consumers are moving beyond the “buy-use-throw out-buy again” model of constant product accumulation towards a new model of “hire-borrow-exchange-recycle”.

Consumers are moving beyond the “buy-use-throw out-buy again” model of constant product

accumulation towards a “hire-borrow-exchange-recycle” model.

Pippa Goodman , trend consultant, the Future Foundation

Trend insight: The Future Foundation

Temporary Ownership is one of the key trends we are tracking. It has considerable long-term potential for growth given its close relationship with certain increasingly ingrained consumer motivations:

new collectivism of the Digital age:

The contemporary, tech-savvy Briton is well and truly awake to the power of collective action and collaboration. Particularly, consumers are banding together online for better outcomes. The aim might be a better price, through harnessing group buying or sharing money saving tips and recommendations; or the focus might be the contribution of ideas to solve creative and sustainability challenges, often in return for incentives from brands and businesses. Digital Revolution has enabled the formation of new marketplaces and exchange platforms that provide ultra convenient conduits for collaborative consumption.

Mobile living and the cul-ture of immediacy:

half of the population now has a smartphone. Among the under 34 age group this rises to three quarters. Our mobile phones are increasingly an extension of ourselves – ever-present, location-sensing tools which allow us to stay connected, research, buy, pay, game, and manage our lives on the go. There is no such thing as ‘dead time’ any more. And, in our time-pressured daily lives, there is huge appetite for the convenience of being able to go online, wherever, whenever, to undertake chores and make plans: in Future Foundation research 57% of people agree “I am interested in any technology that saves me time”, rising to over two thirds of under 34s.

War on Waste:

Building on long-term consumer concern for the environment, the recent economic upheaval has given real impetus to a new distaste for waste. These days overt, planet-bashing hedonism is a fast track to opprobrium. Over 90% of Britons agree that “we should all make an effort to use less resources”. As such, it is now difficult to ignore idle, personal assets: Zipcar research has shown that the “majority of private cars are unused 90% of the time”. Indeed, around four in ten Britons believe unsustainable behaviour should be penalised, agreeing that “people should be fined if they do not live greener”. More sustainable choices that offer the combined benefit of being kind to one’s wallet as well as the planet have real traction now.

experience economy:Society may be more focused on inconspicuous consumption, but a love for the new and a need for novelty and excitement has not disappeared. Our trend tracking research shows that over half of people still agree they “feel the need for new experiences” – rising to 79% of 16-24 year olds and 62% of 25-34 year olds.

Against this backdrop, the option to choose temporary possession over outright ownership is rapidly becoming more accessible across a wide array of product categories.

Within the range and diversity of alternative ownership options that are now available around the globe, we see an interesting distinction between:

The chance to have a taste of a luxury lifestyle without needing the traditional bank balance to match; and

‘Rational rental’, where temporary ownership feels like the savvy choice:

- This may be triggered by particular personal milestones or life events, such as moving house or having a baby, where certain items will only be required for a short period of time.

- Or, on a day to day basis, more flexible access to certain assets feels like the smart option. Why invest heavily in a depreciating asset, such as a car, that may sit unused for days at a time?

Across these categories, diverse models are evident too – from platforms shaped by innovative organisations through to approaches which are more focused on peer-to-peer sharing or lending.

Looking to the future, growing supply or availability, consumers’ sustained focus on value coupled with convenience, and intensifying eco-concerns will ease alternative ownership models further into the mainstream. But the effective application of technology – when consumers are seizing online tools to aid smart consumption, and increasingly take ‘mobile lifestyle management’ for granted – will play a significant role too.

In a world in which trends such as Concierge Living (expectations of premium service without a premium price tag) and Simple Complexity (expectation of simple, user-friendly interfaces for sophisticated concepts or technologies) motivate consumers and shape demand almost as much as economic and ethical concerns, the ‘delivery’ of alternative ownership options needs to be ever more seamless and ‘thoughtful’.

Pippa Goodman The Future Foundation

“ThE ChANCE TO hAVE A TASTE OF A LUxURY LIFESTYLE WIThOUT NEEDING ThE TRADITIONAL BANK BALANCE TO MATCh”

what is zipcar?• Zipcar is the world’s largest pay-as-

you-drive car club with over 731,000 members and more than 11,000 vehicles in urban areas across the United Kingdom, United States, Canada, Spain and Austria

• With a fl eet of over 1,500 vehicles in the UK, Zipcar operates in London, Bristol, Cambridge and Oxford as well as having local authority partnerships in Kent and Surrey

• London is the largest Zipcar network in the UK, with a wide variety of vehicles across 31 London boroughs

• Zipcar is part of a smarter transport system, complementing public transport and reducing congestion by taking cars off the road

• Zipcar is car ownership in the 21st century – cheap, less hassle and good for the environment

• The Zipcar model encourages positive collaboration and a sense of community – the success of the business is based on this

• Zipcar offers members a dozen models in the UK, including: VW Polos, Golfs, Tourans, the Audi A3 and vans

• The Zipcar mobile app for iPhone and Android makes booking a car easy: Find and reserve Zipcars in minutes. You can even honk the horn to locate your car and unlock the doors

• Annual membership costs £59.50 and rates start at just £5 per hour

• With Zipcar there are no fi xed costs: Zipcar takes care of insurance, road tax, maintenance, roadside assistance and the congestion charge in London. All reservations include 40 miles of fuel per day

top zipcar facts*

• 4.6 million Londoners are within a10 min walk of a Zipcar

• Did you know, there are 10 times more Zipcar locations than there are Starbucks in London

• The typical Zipcar member saves £3,162 per year, or £264 per month compared to owning their own vehicle

• If just 12% of Londoners with a car switched to a car club such as Zipcar, the Capital could save up to £1bn per year on the cost of motoring. Every additional 1% would add £80 million in savings

• Every car shared takes 20 vehicles off the road with Zipcar members also spending 50 per cent less time behind the wheel compared to private car owners

• The carbon footprint of a car club member in London is less than half that of the average driving license holder. The same ratio applies to local air pollutants and congestion

• Zipcar is a pioneer in advanced vehicles technologies and aims to provide vehicles with best in class emissions ratings. Zipcar recently launched a pilot with the Vauxhall Ampera, the fi rst Ampera available to the UK public

Zipcar factsheetZipcar is the world’s largest pay-as-you-drive car club with over 731,000 members and more than 11,000 vehicles in urban areas across the United Kingdom, United States, Canada, Spain and Austria

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