Zen Car has developed its mobility solutions both for the general public and for businesses and public bodies. Its revenue model is therefore linked to the type of client:
B2C clients: Each user pays as a function of his/her private use of the vehicles.
The user buys a prepaid card (START pack) or a contract option (ZEN pack).
B2B clients and public bodies: Zen Car put in place leasing-type contracts with businesses and public bodies. The revenue is therefore fixed and monthly.
Other revenues can also be considered:
1. Revenue from advertising at stations
2. Miscellaneous revenues (e.g. resale of a car, etc.)
Zen Car benefits from a number of major trends, as demonstrated by a study conducted by Frost & Sullivan (Sept. 2011) where it is observed that the model proposed here is at the crossroads of several of these trends:
In the 70s, Belgian cities underwent major development. The major urban works projects took account of the growing use of cars (construction of tunnels, bridges, viaducts, etc). The city thus adapted to the arrival of the car. In the 2000s, cars began to adapt to cities. All the manufacturers brought out their city car models like the Smart, the Mini, the Twingo, etc.
Today it’s our behaviour that must adapt to help develop sustainable mobility in our cities. So we are seeing a change in mentalities; mobility is consumed, it is no longer owned.
From a financial point of view, against the background of the trends of the new economic models and a more collaborative economy of sharing, we are gradually passing from a model of investment (CAPEX) to a model of cost per use (OPEX).
The car sharing market is developing mainly in the United States and in Europe.
Below is an overview of the distribution of the global market and the growth figures:
The market is dominated by major players. The competition can be considered on three levels:
1. The world
On the global level, Zipcar (bought by Avis, USD $500 million, in 2013) and Hertz are the main players.
In Europe, players like the Groupe Bolloré in France (Autolib'), the Daimler Mercedes group (Car2Go) and BMW (Drive Now) are the major players in this car sharing market in France, Germany and the Netherlands.
In Belgium, Cambio is the only sizeable player to date. It is also the only other player to have car sharing operator authorisation (like Zen Car) in the Brussels Capital region.
Finally, there is indirect competition like that of traditional or Uber type taxi services.
Although Zen Car is the leading player in electric car sharing in Belgium, competition could come from:
- Existing car sharing players
- Car manufacturers
- Vehicle rental companies
- New internet start-ups (Uber, Car Amigo)
It must nevertheless be noted that:
- There are only two players in Belgium. It is highly probable that others will become involved in the market.
- The market is dominated by thermal cars
- Intra-city electric cars are on the rise