Chapter Case 4 Synopsis-Daimler/BMW Essay

630 Words Oct 23rd, 2013 3 Pages
Chapter Case 4 Synopsis-Daimler/BMW

Zipcar is a business that provides car-sharing programs for people in major, urban cities like Tokyo, New York and London. Zipcar allows people to borrow cars for designated times as needed. In some cases it may be borrowed for 30 minutes, some cases can be several days. Young professionals are eagerly participating in these programs because it allows the convienience allowed in owning a car without the long term cost. Car-sharing businesses have seen a dramatic increase in the last two years with expected growth for the next fifteen years. The idea of car-sharing is viewed as a more environmentally friendly approach to living because it reduces the number of cars emitting carbon into the
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According to Pamela Skillings a blogger about New York City happenings, the average monthly cost for parking in Manhattan is over $ 400.00. This is in addition to the purchase of the car, insurance, tag, title, tax and maintenance. If one is a young professional in a large expensive city it would not be feasible to own a vehicle. Introducing car-sharing is a really smart way to expose a population of young people to the convenience of car ownership.

2. Describe the values held by this emerging group of drivers that incline them toward car sharing programs.

The values shared by this emerging group of drivers are that of ecological and economical responsible. They have received education and training about sustainable living and often choose a more responsible way of life. On the economic side, this group doesn’t like to use their money for car ownership. They would rather travel to interesting places and spend their money on socializing. Car ownership is less of a status symbol and more of the example for why they can’t do all of the fabulous things they think they are destined to do.

3. How are automakers using car-sharing programs to cater to customers’ component lifestyles?

Auto makers are considering that the marketplace is not all made up of people that must have a car to survive. They are using these programs to infiltrate a group of young people that would be fine with using public

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