Mobility Services & Motorsports – What it takes to win and what the race is all about
BMW and Daimler appear to be in talks with Uber to sell their mobility services and GM also brought their Maven program to an end earlier this year. This begs the question if car companies are not capable of running a shared mobility business. However, one also needs to admit that none of the big companies in shared mobility seem to be profitable.
To understand what is going on, the analogy to motorsports actually helps because both (i.e. mobility services and motorsports) are about innovation, advertising, and expansion. Similarly, both are often programs that cost several hundreds of million dollars a year.
Therefore, one should see venturing into mobility services more like an endurance race that requires constant improvements and adjustments, but can ultimately lead to market share if not market dominance.