How can LeasePlan prepare for vehicle free future cities by enabling careless travelling for their customers

Abstract

The goal of this graduation project was to develop an innovation strategy for LeasePlan in relation to mobility as a service (MaaS). Before being able to determine a feasible, viable and desirable innovation strategy a comprehensive MaaS future mobility scenario was sketched out. This scenario was based on the insights gathered from the market, technological and MaaS research. Thereafter, the business context of LeasePlan was analysed in order for us to determine a LeasePlan specific positioning within this future mobility scenario.Based on the MaaS research insights we can conclude that MaaS could challenge the value proposition of long-term vehicle leasing. Therefore, this thesis instead delivers a solution that strengthens and takes away several of the pain points along the current vehicle centred journey of LeasePlan customers, while using the principles and characteristics of MaaS. More specifically, in a future where cities become free of personally driver driven vehicles this thesis provides a solution to the first and last mile mobility gap along the journey of urban LeasePlan customers. It does so by creating mobility hubs at the outskirts of the city, which combine physical parking with a digital MaaS mobility hub application. By doing so, customers are able to make seamless transitions between their regular car journeys and flexible & convenient first and last mile inner city mobility solutions. Ultimately, this solution would enable LeasePlan to deliver upon the set vision for this project which is “Providing careless mobility to our customers.”LeasePlan is able to obtain several benefits by building an extensive network of strategically located mobility hubs spread across the key cities within the Netherlands: 1) LeasePlan is able to strengthen its current value proposition by filling in the first and last mile mobility gap with seamless multimodal vehicle centred journeys; 2) LeasePlan is able to generate additional revenue by offering new vehicle centred mobility services, such as the inter hub micro transit solutions. Additionally, LeasePlan could profit from re-selling first and last mile solutions from their partners; 3) At these mobility hubs LeasePlan services can be offered such as maintenance and commercial activities. This would reduce the costs of such activities and increase the brand awareness of LeasePlan.To support and enable the development and realization of the concept both a strategic and tactical roadmap have been created. These roadmaps explain the necessary steps leading towards the desired future mobility hub concept in great detail. The roadmap is divided into three horizons, spanning from short term developments to long term developments. The short-term solution aims to increase the flexibility and convenience of the current CaaS solution, this in order to fulfil the changing customer needs. While the long-term solution aims to fill in the future first and last mile mobility gap and strengthen the current vehicle centred value proposition of LeasePlan.