METRO MOBILITYtrendwatching.com FEBRUARY 2014 SOuTh & CEnTRaL aMERICa TREnd BuLLETIn

trendwatching.com/southcentralamerica/trends/metromobility

Why Latin American consumers are rushing to innovative urban transport solutions.

introduction:

Experimentation-prone consumers in Latin America’s big cities want to expand their horizons: geographical and otherwise. They’re moving beyond the car as the default choice when it comes to personal mobility, and embracing a range of innovative transport solutions: public, shared, crowd-powered, sustainable and more.

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this is just a short extract. read the FuLL trend BuLLetin (For Free!) www.trendwatching.com/southcentralamerica/trends/metromobility

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1. FroM a dreaM to a niGhtMare

2. neW aLternatiVes

In terms of convenience and status: the once-mighty car is losing its appeal.

A new transport ecosystem springs into life.

DRIVING THIS TREND:

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FroM a dreaM to a niGhtMareIn terms of convenience and status: the once-mighty car is losing its appeal.

1

A host of forces are pushing Latin American consumers towards a new range of diverse, innovative and (often) collective metropolitan transport solutions.

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From 1997 to 2012, São Paulo gained 1.4 million new cars (against 1.3 million more people).- Companhia de Engenharia de Tráfego de São Paulo, November 2013

THE TRANSPORT DREAM:

Rising prosperity has given vast numbers of consumers in Latin America access to cars.

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The number of consumers in São Paulo willing to leave their cars at home increased from 65% in 2012 to 79% in 2013.- Rede Nossa São Paulo, September 2013

A TRANSPORT NIGHTMARE:

But, with car ownership far beyond limits of metropolitan road systems, for many the dream of car ownership has turned into a nightmare.

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MoBiLe status shiFt Protest PoWer

For decades the car reigned as the ultimate symbol, and practical facilitator, of personal freedom.

That’s now changing thanks to:

•A shift away from product ownership towards premium experiences as a way of accruing status.

•The smartphone has replaced the car as the facilitator of ultimate personal freedom.

•Consumers realizing that they are more likely to earn transport freedom when they act collectively, not independently.

Protests in São Paulo last June – sparked by rising bus fares – brought debates about transportation issues to the forefront for many across Latin America. In Mexico City in December, similar protests were triggered by subway fares.

Governments have realized they ignore the voices of (better-informed and connected) citizens at their peril.

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neW aLternatiVesA new transport ecosystem springs into life.

2

While a host of forces push consumers away from the car as the go-to transport option, a new ecosystem of alternatives–faster,moreefficient,moresustainable,more pleasant – is growing up to serve the consumer need for mobility.

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From December 2012 to August 2013, ECOBICI, the bike sharing program supported by the Mexican Government* in Mexico City, had an increase of 61% in the number of users.- Environment Secretary from Mexico City, September 2013

* Government investment isn’t all that’s feeding the new transport ecosytem. Private enterprise, sharing

models, and empowering digital platforms also play key roles.

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soMe exaMPLes oF the neW transPort ecosYsteM…

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Mozilla & telecom Vivo Partnership offers residents free wifi at bus stops

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easy taxi & santander Bank customers receive discounted cab rides booked via app

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ecoBici joins La tarjeta Multimodal Bike hire scheme added to Mexico City’s public transport pass

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Vitacon, joycar & ciclomidia Apartment block offers residents car and cycle sharing services

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Bandeirada cultural Facebook-connected app enables strangers to share a cab to cultural events

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PaZicleta ‘Peaceful’ cycle promotes road harmony and comes with safety classes

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Mercedes-Benz & Gemini tours Event-based ride-sharing initiative launches in São Paulo

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aro 27 Hybrid café and bicycle workshop opens in Brazil

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Bike da Firma Scheme encourages employees to cycle with distance-based rewards

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KPoMobile app rewards cyclists with virtual coins for completed challenges

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MoBiLe MoMents

transPort neutraL

Branded GoVerMent

VirGin consuMers

Peace KeePers

Consumersusingpublictransportwillfindtheyhavemoretime – with their smartphones – on their hands.

As a plethora of transport options emerge, brands must cater to every kind of journey.

Expectation that brands drive positive civic and social transformation will only heighten.

If newly affluent consumers have turned their backs on the car,whattraditionalstatussignifierisnext?

NEXT: SOME IMpLIcaTIONS TO cONSIDER

As transport options diversify, brands that campaign for inter-commuter empathy and road safety will stand out.

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The shift away from cars is helping to reshape the Latin American city, and change the nature of city living.

No matter what industry you’re in, get thinking about which new product, campaign or service innovation opportunities (if not whole new business models!) the METRO MOBILITY trend can offer you.

NEXTNEXT

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this is just a short extract. read the FuLL trend BuLLetin (For Free!) www.trendwatching.com/southcentralamerica/trends/metromobility

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Nathalia SoutoSenior Client Services Managernathalia@trendwatching.com

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