Saga Wester
Linn Söderlund
Ellen Mickelsson
Helena Korppi
Hanken School of Economics
Martin Fougere
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GoMore’s key innovation is it’s car-sharing model, through which individuals don’t need to own a car and can instead share one with others in their community. This innovation supports many of the SDGs, most importantly goal 11 (Sustainable Cities and Communities), goal 12 (Responsible consumption and production) and goal 13 (Climate Action) by being a sustainable option for private car ownership and encouraging a shared economy. By making it as easy as possible for individuals to share cars with others, GoMore enables lower carbon emissions, frees up space in cities for pedestrians and supports a more resource-efficient transportation system.
GoMore is a Danish company founded in 2005. The company employs more than 100 people and has over 3 million members worldwide.
GoMore is revolutionizing urban mobility by creating a peer-to-peer car-sharing model to reduce overconsumption, which in turn leads to more sustainable cities. By examining data and realizing cars remain parked 96% of the time, GoMore aims to cut the number of unused vehicles and is therefore helping cities to create more open and less crowded streets while also lowering carbon emissions. This also helps people to only use a car when they actually need it. By encouraging shared usage to consumers, the company addresses the issue of urban overconsumption and is thus working towards achieving the SDG goals related to sustainable cities (SDG 11), responsible consumption (SDG 12) and climate action (SDG 13).
The company was founded in Denmark in 2005 and expanded to Finland in 2020. GoMore is still continuously growing its presence and currently operates in seven different countries including Denmark, Spain, Finland, Switzerland, Austria, Estonia, and Sweden.
Users can join GoMore through a simple, user-friendly app that enables them to either share their vehicle or rent one from others in the community. This innovative peer-to-peer approach makes car ownership more efficient and environmentally friendly and is also very easy for the user.
The country leader for GoMore Finland, Boris Perkiö, explained that there were two problems that inspired the creation of GoMore. First, calling it “the big problem”, they found that private vehicle use and ownership is still the dominant form of vehicle usage, mainly due to the lack of good alternatives. “There are no cost efficient nor convenient enough solutions or alternatives to private car ownership just yet” (Perkiö, 2024). Secondly, the existing car rental operators have existed for a long time and they “...have not been very good at providing cost-competitive and conveniency-competitive alternatives to private car ownership” (Perkiö, 2024). Therefore, seeing a gap in the market, the founders pursued the challenges of the dominance of private car usage and ownership, which is ultimately unsustainable. This led to the creation of a more sustainable solution, which still enables the flexible mobility that cars provide.
GoMore has over 3 million users in 7 countries across Europe. Enabling more efficient and practical use of existing cars through the innovation of car-sharing, GoMore provides value for both car renters and owners in a scalable business model. Creating both economic prosperity and promoting sustainable practices, GoMore’s business solution has a net-positive impact on both aspects.
Evidence shows that one shared car can reduce up to nine private cars (Kolleck, 2021). GoMore increases the utilization of existing cars, while freeing up space from the streets and lessening pollution and congestion, essentially creating more livable and sustainable spaces. Operating in Spain, Switzerland, Austria, Denmark, Finland, Estonia, and Sweden, these effects can likely be seen in the streets of all these countries.
Furthermore, the positive effects of GoMore can be observed in changing consumer behaviors towards more sustainable behaviors and mindsets. The evidence suggesting this includes over half of the renters on GoMore seeing private car ownership as ‘less appealing’ and half of car owners using the platform becoming more open to other forms of sharing as well (GoMore, n.d.). GoMore is providing its users with more convenient as well as cost-efficient ways of shifting to more sustainable usage of cars. Moreover, showing that sharing can be not only sustainable, but also easy and convenient, GoMore fosters people’s openness to sharing in other contexts as well. This shows that GoMore’s business contributes to full-spectrum flourishing, promoting a culture of increased well-being for everyone involved.
When asking our interviewee how the innovation has benefited the business, he mentioned that the sustainability aspect of the sharing economy has attracted a significant number of car owners who value environmental responsibility. Because the business operates with a sustainability-driven model built on the business not owning a single car, GoMore operates more cost-efficiently with a well-utilized supply of cars compared to traditional car rental companies. This creates something that has previously not existed in the market. In other words, GoMore enables car owners to share cars that are not on GoMore’s balance sheet, which allows them to offer services at a lower cost than competitors. Additionally, car owners are motivated by being able to cover some of the costs of owning a car, rather than generating profit for themselves. Since they already see car ownership as an expense, they are happy to save a little money on that expense. This further enables GoMore’s competitive prices.
GoMore offers unique services along with comprehensive insurance policies that cover almost all scenarios, so the company is differentiated from asset-based competitors. Unlike their competitors, GoMore maximizes cars that are already on the streets and does not add to the number of cars on the street. GoMore offers two different kinds of business lines, short-term rentals, and private leasing. This is according to Perkiö, a new model on the European market. Additionally, benefitting the company, public operators are more inclined to collaborate with GoMore due to its sustainability focus, which strengthens GoMore’s position as a leader in the sustainable car sharing economy.
GoMore’s innovation benefits society and the environment by promoting a circular and sharing economy, as they encourage people to share resources rather than owning them. Since they have made car-sharing accessible, GoMore reduces the need for individual car ownership, which decreases the overall number of cars on the streets. This results in fewer carbon emissions and less environmental strain from car production. As an example, GoMore has reached over 100 thousand users only in Finland, raising awareness of sustainability through peer-to-peer sharing in the country. Before GoMore’s innovative business, there had not been many peer-to-peer sharing platforms in Finland. GoMore has therefore been a significant player in encouraging the sharing economy and environmental responsibility in Finland.
GoMore puts a lot of focus on their insurance policies, which ensure that car-sharing is convenient and safe, ensuring that they stand out in the car-sharing market. The feeling of safety and conveniency also enhances the chances of people adopting the sustainable practices promoted by GoMore’s business.
GoMore’s platform allows users to make more conscious choices that benefit both the environment and society. GoMore brings awareness to topics related to sustainability for bigger audiences and educates and engages them in its operations while bringing something valuable into their lives. Therefore, GoMore’s innovation benefits society and the environment in a crucial way by building a more responsible society and contributing to societal change by making sustainable living more accessible. As earlier mentioned, GoMore’s sustainable innovation works towards contributing to the SDGs related to sustainable cities, responsible consumption and climate action.
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GoMore is a peer-to-peer car-sharing platform where individuals can rent cars as either short-term rentals or through leasing. They are an affordable and easy-to-use option for individuals who need to use a car every once in a while, but don’t own one. Simultaneously, car owners can cut down the costs of owning a car by simply renting it out when they don’t need it themselves.
