Car owners -
“My car gives me freedom”

I feel it is important with a spontaneous life where I am able to leave the house at any point if desired. There is currently no supplement that would make me sell it.

The downside of owning a car is the cost and all hassle that comes with it; cleaning, changing tires, maintenance and so on.

Busy traffic and parking are also painful. I have a stressful living and it is hard solving the work/life puzzle. My free time is just as important as my career.

Non-owners -
“I don´t need a car”

I use my bicycle for shorter trips, such as grocery shopping or transporting my kids to school. For longer journeys, I find public transport much better than using a car and it is also environmentally friendly. I have tried different carpools but renting is easier since I rarely need a car. There is currently no eco car that meets my requirements.

Results show that the non-owners are satisfied with their choice of transportation and therefore car owners should be the target group. However, it seems that the actual ownership of a car is not the main problem as owners are not that willing to sell their car; the freedom is evidently worth the cost. Further, they tend to accept all the additional hassle such as maintenance and servicing that comes with it.

Parking and traffic where the two common challenges that most owners mentioned in the survey, so I therefore choose to dig deeper on how to ease these problems.