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|Friday, August 03, 2012|
BY LINDA BAKER
A couple of months ago, my 15 year-old daughter and I took a car2go to Costco, earning us the distinction, I'm sure, of being among the first Costco customers to take a very very small car with virtually no trunk space on a major food shopping expedition. But the family car was out of commission and my daughter was determined to stock up on institution-size boxes of Cheerios and six packs of applesauce.
She was also determined to try out car2go, the zippy blue and white Smart Cars that have become a fixture in the Portland urban landscape. Once on the road, my daughter was in heaven. She snapped multiple pictures of herself in various poses and posted them to Instagram. "Me, in a car2go."
Since launching in Portland on March 31st, car2go, a car-sharing service, has racked up 6,000 members, who collectively, use the service 5,000 times a week, according to company spokesperson Katie Stafford. The service attracts a broad cross section of urban dwellers: young professionals, families, college students.
Part of the appeal is the business model. Car2go lets you hop in a car and go anywhere, anytime, without having to return the car to a specific location.
But as the mother of a teen not even old enough to drive, I can't help but think car2go's success is as much about the marketing, the branding, and the logo as the business model. "Look, it's a car2go," sings out my daughter everytime we pass one of the Smart Cars with its ubiqutious logo plastered on the car.
According to Stafford, the car2go name was selected "because it easily defines our service."
"We give people a car to go -- anywhere, anytime. We wanted the cars to be easily identifiable so that no matter where you travel, in any car2go city worldwide, you are using the same car and having the same experience."
The name also connotes speed, efficiency--qualities that appeal to the impatient youth of today. Like the Smart Car itself, car2go is hip; it's cool. And like McDonalds, the Gap, et al, car2go is everywhere, perfect for a generation reared on ubiquitous brands.
Car2go's brand strategy bears some relation to the BoltBus phenomenon, the Greyhound-alternative intercity bus service launched in Portland a few months ago.
To be sure, there are some real differences bewteen traditional Greyhound service and BoltBus. The latter doesn't make any stops between Portland and Seattle, offers (occasionally) cheaper tickets and makes quick curbside pick ups and drop offs on major downtown streets instead of compelling customers to wait in line at stand alone bus terminals.
Still, a bus is a bus. Like Greyhound, the BoltBus travels on I-5. Like Greyhound, the BoltBus gets stuck in traffic.
Despite these realities, BoltBus appears to be all the rage. "We anticipated the service would be would be successful and it's exceeded our expectations," said spokesperson Maureen Richmond. The service primarily attracts young professionals, she said. It's also caught the attention of young people, many of them whom have never hopped aboard Greyhound.
What's so great about the BoltBus, I asked my 17 year-old son, who will be taking his third ride in a month--he who has only ridden Greyhound once in his entire life.
He looked at me impatiently. "Mother, it's the Bolt Bus."
Oh, I see.
Like car2go, BoltBus connotes speed and efficiency. Although those qualities appeal to any age group, the BoltBus message seems clear: out with the slow, the pondering (and the old). In with the fast, the new (and the young).
Car2go and BoltBus are new transportation models aimed at changing the behavior of urban and inter city commuters. That their marketing schemes have caught the eye of the youth of today suggests something about the values of a new generation and the marketing schemes it takes to attract them.
By the way: my daughter didn't post pictures of car2go to her Facebook page. At least for teens, she says, that particular social networking site is becoming passe.
Linda Baker is managing editor of Oregon Business.
Wednesday, August 27, 2014
BY KIM MOORE
A conversation about higher education with the presidents of the University of Oregon and Clackamas Community College, followed by September's powerlist.
Friday, August 15, 2014
In this week's poll, we asked readers: "Who should pay for the troubled Cover Oregon website?" Here are the results.
Thursday, July 24, 2014
BY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR
With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.
Tuesday, August 26, 2014
BY JON BELL
Startup culture is all the rage. Is there a downside?
Thursday, August 28, 2014
OB Research Editor Kim Moore shares some pointers about the 100 Best Companies to Work For survey.
Tuesday, August 26, 2014
BY JENNIFER MARGULIS
In 2012 The Dalles, a city of some 14,400 located 75 miles east of Portland and often seen as the poor cousin to adjacent Hood River, completed a massive project to revitalize its dock.
Friday, September 12, 2014
BY TOM COX | OB BLOGGER
I often talk about what leaders can do. What about followers? If you’re a team member and you’d like to add positivity to your team, what might you do?
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|Apple hits new record with iPhone 6 preorders|
|U.S. retail sales driven by car, health purchases|
|New iPhones face shipping delays|
|New York, nation pause to remember 9/11|
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|Apple unveils bigger iPhones, wearables|
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