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 undertook major developments. The major urban works projects, in cities, accounted for a growing use of cars, and included construction of tunnels, bridges, viaducts, and more. The cities adapted to the cars. But in the 2000s, cars began to adapt to cities. Many manufacturers engineered 'city car' models like the Smart, the Mini, the Twingo, etc. Today, our behaviour must adapt to enable sustainable mobility in our cities. We must change our mentality: 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.
2. Europe 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.
3. Belgium 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.
Competition could potentially come from:
- Existing car sharing players
- Car manufacturers
- Vehicle rental companies
- New internet start-ups (Uber, Car Amigo)
In the near future, high competition is expected from differents actors, notably since the announcement of free-floating. Major actors (Autolib, Car2Go, DriveNow, Europcar, Alphabet) position themselves regarding the Brussels carsharing market.
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