Who’s car is it anyways?
If you’re a student or young professional you’re probably part of at least one of Vancouver’s car share programs. Yet, you may want to rethink what you’re getting for your cash with Car2Go, Modo, or Zipcar now that there’s a new face on campus. Say hello to EVO!
Car2Go is an international company. In Vancouver, only 11.5% of their customers are aged 16-24!
EVO Car Share is finally starting to flex their financial muscles with an aggressive sponsorship and in person marketing campaign. Run by insurance organization BCAA, EVO has had the luxury of being able to buy their way into almost every large social event like UBC Welcome Back Barbecue, UBC Thunderbird’s Home Coming, and the Harvest Haus Oktober Fest celebrations. On top of this, EVO has consistently held a presence at other small scale events as well.
Does Vancouver need a new option?
The simple answer is yes. I mean competition is typically more beneficial to us as consumers. What’s impressive about EVO’s initiatives is there ability to show us WHY they are better than the competition. Unlike the competition, EVO offers 4 door vehicles by the minute. Not to mention the price is equal to Car2Go at 41 cents a minute, the market standard, and each car comes with a roof rack!
Why UBC? A study conducted in 2014 by Metro Vancouver found that 34.5% of all car share trips were made for work or post secondary purposes. This same report also found that car share users use these programs because it is a lower cost compared to owning or leasing a car. With an increasing demand for cars and the city expanding car share spaces, it certainly appears there is room for another car in the lot.
EVO is currently offering free registration and 30 complimentary minutes upon sign up!
Of course, there is no greater concentration of budget workers than on university campuses. Campuses are hubs and provides companies with access to thousands of residents from numerous neighborhoods who are very likely to use their services. Simply, the target and location is a complete win for EVO’s initiatives.
Hit the ground…running?
EVO’s blitz marketing is surely one driven by exposure. The clear goal here is to build a large consumer base and quickly take market share from competitors before they can react. With almost no effort put into social media (Facebook, Twitter, and Instagram), EVO has made it clear where their intentions currently lie. In future posts I will talk more about EVO and the effects of this new competition.
