OEMs Continue to Diversify MaaS, Expand UX

April 17, 2018

Matthew Borst

Book by Cadillac is GM’s first luxury vehicle subscription service that gives members access to a variety of Cadillac vehicles on a month-to-month basis, via app, with no long-term commitments. (Cadillac)

The industry’s transition away from traditional vehicle ownership models to new mobility service options was discussed by industry leaders at the 2018 SAE WCX panel, “Shared Mobility: 365 Days Later.” The panelists focused on how this space has continued to grow since the 2017 conference.

Discussion during the ‘Shared Mobility: 365 Days Later’ panel at the 2018 WCX in Detroit. Panelist names are posted in order above them. (Matthew Borst)

Starting with the expansion of Uber and Lyft and now includes services like BOOK by Cadillac, Silvercar, and SPLT, this diversification in mobility-as-a-service (MaaS) is driven by driver preferences going from a focus on ownership to one of accessibility. This transition toward shared mobility continues to focus on reduced congestion and increased utilization. However, any transition comes with new challenges.

“The problems [with shared mobility] are the same between the U.S. and Europe,” noted Arthur Kipferler, Partner at Berylls Strategy Advisors. “That balance of different modes of transportation like bikes are much more balanced in European cities. Whereas in the U.S., it is impossible to even add a subway system in some places. But the basic underlying problems and tools you have are similar.”

These changes are also affecting how automakers continue to reach consumers. “The role of the brand is no longer the product of the brand but the experience of the brand,” stated Melody Lee, Global Director of Book by Cadillac. Traditional automakers have recognized that the experience they provide to consumers matters as much or more as the automobile product they produce.

Shared mobility continues to provide a space for new services as consumers transition their vehicle ownership preferences. These services are leading to continued growth in the market and more options for drivers and riders.