Changing Employee Mobility Behavior – the MOVE CLIMATE CHALLENGE Initiative (NORWAY)

Context of Transport Climate Action

The MOVE CLIMATE CHALLENGE (MCC) is an initiative by Norwegian car sharing pioneer MOVE ABOUT. In 2009, MOVE ABOUT launched the world’s first electric vehicle Mobility-on-Demand service together with DNV GL (Det Norske Veritas-Germanische Lloyd), a world leader in technical advice and sustainability certification.

MCC is the next phase of the cooperation, where they plan to combine EV car sharing with ridesharing among colleagues, introduce eBikes and encourage easy integration with public transport,

The program has various incentives to achieve the goal to halve the employees’ use of cars with internal combustion engines, and reduce climate related emissions by 50%. They also challenge other corporations and municipalities to combine, in similar ways, the advantages of electric vehicles with colleague ride-sharing.

Description

Combining EV car-sharing and ride-sharing among colleagues, with structured bicycle initiatives and shuttle buses from the employers locations to the nearest public transport, into one easy-to-use software, has allowed to reduce the use of polluting cars used by employees substantially.

Integrating car sharing, with electric vehicles, and promoting ride sharing, even with conventional vehicles, reduces CO2 emissions from transport and helps to change mobility behavior. it also delivers many social benefits and improves internal communication within the company itself.

Company-based electric vehicle car sharing schemes, or Mobility-on-Demand to be more precise, has now been thoroughly proven by DNV GL in its operations in Høvik, outside Oslo since 2009. It has shown that this approach makes both economic and environmental sense, and DNVGL has now more than doubled the number of electric vehicles made available to employees.

Inspired by the in-house ride-sharing program of SAP, the large German software group that reduced its employees’ daily commuter traffic by nearly 40%, MOVE ABOUT has prepared a program for DNV to combine car and ride sharing within a corporate environment.

Calculations by DNV GL shows that combining car sharing with other company initiatives such bicycle incentives and shuttle bus to public transport points during rush hours can not only deliver beneficial climate reduction impacts but at the same time generate substantial saving for the company and build corporate loyalty and identity.

Implementation

Changing company employee mobility behavior and combining car and ride sharing among employees is a challenging task. The right balance between corporate incentives and clear new company rules needs to be found as many employees have valid reasons for taking their car to the office in the morning, and argue they may need transport during the day on an ad hoc basis. With MOVE ABOUT’s guaranteed Mobility-on-Demand solution, any concern about that is removed, as the employees have a guaranteed access to a fleet of EVs at work.

Some of these employees may still wish to take their car to work for a variety of reasons. The program allows them to still use their own car and obtain a good parking spot at the office IF they agree to offer a ride to other colleagues to and from the office, or are willing to include their car in the corporate car sharing solution while the car is parked at the office.

The cloud-based car sharing system used for in-house booking of the corporate electric vehicles is now being extended to identify potential matches between employees that live in the same area and make similar trips to the office and automatically proposes ride sharing. The next step will be to introduce peer-to-peer car sharing options among colleagues and use employee-owned electric vehicles in the corporate car sharing.

In the MOVE Climate Challenge model, we identify 200 employees in a company who normally drive to the office by car, and gives them free access to a fleet of 10 electric Mobility-on-Demand vehicles, equipped with the latest cloud-based car sharing / ridesharing software. They are also encouraged to cycle or take the shuttle bus to connect to public transport. When employees know that they have an outside meeting, they book their transport and reserve a car for that time. The in-house system confirms –even weeks or months ahead– the date for the trip and guarantees a vehicle. If another employee books transport roughly the same place and time, the system will automatically match and both colleagues will be asks if they want to share the ride.

The initiative extends the positive experience DNV GL had with the initial corporate Mobility-on-Demand service. The calculation of the savings of the EV car sharing alone – before introducing a ride-sharing option – showed that emissions were reduced by around 12% annually in the first three year period.

One of the major challenges faced in the initial DNV GL EV car-sharing project was initial skepticism by the users that the electric vehicle range would be limiting their travel, and that logistics would be difficult or inconvenient by not having their own car to hand. However, having an easy-to-use, cloud-based booking system with functions for selecting the right types of electric or hybrid cars for specific applications, did remove this fear.

The electric cars are branded with the company logo, and therefore the employee sees themselves as a progressive and climate-responsible employee within the company and can also show this to customers and partners.

Employees are allowed to rent the company’s electric vehicles for driving home at the end of the working day and back next morning. Some people that were not used to driving electric vehicles were afraid of not having enough electric charge to arrive at their destination and be able to drive back. But this fear soon disappeared after the people got more comfortable with electric cars and knew how and where to charge them. The “take-home” option is now fully booked every evening.

Similar projects have been started by MOVE ABOUT in Germany and Sweden (see picture of solar station in Helsingborg), where municipalities are also participating in similar Mobility-on-Demand projects.

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Benefits

The data from the DNV GL EV Mobility-on-Demand project showed that in the first three-year period (with initially only 5 electric vehicles in the pool) it was possible to reduce CO2 emissions by over 30 tonnes. In addition, by taking into account the impact of the EV project on the reduced use of the employees own cars, the review estimated that a total of 325,000 less kilometers were driven annually resulting in an additional 52 tonnes of CO2 emissions avoided every year.

Building on these numbers, we have calculated that in the next phase, when we integrate car sharing with ride sharing and other planned initiatives, we should be able to achieve significantly more savings. Based on past experiences, we see that by integrating ride sharing both during office trips and for commuting, and giving clear non-financial incentives to the employer (e.g. better parking space for ridesharing partners, bike-riding incentives), and the provision of the shuttle bus, a project involving only 10 electric vehicles can reduce transport emissions by around 50% (based on the average km driven by 200 employees) and provide substantial saving for the company with only 200 employees changing their mobility behavior.

MOVE have estimated that DNV GL will save close to 170 tonnes of CO2 annually for each 10 EVs placed in such an integrated Mobility-on-Demand concept. This has been calculated as employees will drive an estimated 1.1 million fewer kilometers each year in conventional CO2 emitting vehicles: – that is more than 28 times around the world.

In addition, the calculations show that colleagues would spend around 20,000 extra hours together every year while they share trips, both while commuting and when going to meetings – this brings a substantial social benefit and improves corporate team building.

Most importantly, the company’s net savings (from among others reduced parking space requirements at the office) will be substantial, yielding a net positive result to the company’s P&L statement from year one.

Calculations by DNV GL shows that combining car sharing with other company initiatives such bicycle incentives and shuttle bus to public transport points during rush hours can not only deliver beneficial climate reduction impacts but at the same time generate substantial saving for the company and build corporate loyalty and identity.

Potential for scaling up

The electric car-sharing concept built by Move About can be scaled up and adopted by other corporates or large employers to other countries. Today it is used by major Norwegian and multinational companies in Norway, including Statkraft, Deloitte, Gjensidige, DNB, KPMG and Atea), and more than 6500 employees have today access to the Move About car sharing system in Scandinavia.

Mobile data and shared information will allow us to build a momentum around the initiative and get more companies engages in similar programs.

As the results are being shared with other companies, Move About has the intention to scale up and invite other companies located along one major highway artery entering Oslo to set up parallel initiatives. Such a scaled-up version would extend the climate benefits substantially, and at the same time help solve the congestion at the major bottleneck on the existing highway system.

Next steps include to have a cloud-based system that can integrate peer-to-peer car sharing among colleagues, and allowing employees to “rent out” their cars to other employees in the company to use them for business (provided they are electric of course).

These experiences and policies can be shared to other countries to help city governments create a more enabling environment for shifting to car and ride sharing rather than always taking your own car. For example allowing electric vehicles, provided they are carrying at least 2 persons in the car, to use bus lanes. This has already been implemented for certain morning rush hour periods in Oslo, and will increase the interest by more companies to participate in a car- / ride sharing efforts combined with data accessible in the cloud.

Selected references

www.Moveabout.net; www.dnvgl.com

PROJECT INFORMATION

Location:

Oslo/ Bærum. Norway

Start:

2009

Finish:

on-going and expanding

Tags:

Europe, Mitigation, Sharing, technology

Organizer/s:

Move About, DNV GL

Contact/s:

Jan-Olaf Willums, Move About AS willums@moveabout.no

“The Mobility-on-Demand solution works for us. If more companies would offer a combination of car sharing at work with making access to public transport convenient, we can solve the major transport challenges and at the same time contribute to climate solutions.”
Bjorn Kj. Haugland, Chief Sustainability officer, DNV GL