Making Car Sharing and Car Clubs Work - Case ... - The Civil Service

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MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIES7 LAND-ROVER (GAYDON SITE)General Background7.1 Land Rover is located at Gaydon, near Junction 12 of the M40. The site is shared withAston Martin and Jaguar. It is in a rural area, and was established in 1993 (when staff weretransferred from the Canley site in Coventry, followed shortly afterwards with a migration ofstaff from Solihull). From the outset, Land Rover worked closely with Warwickshire CountyCouncil on the issues associated with transferring staff, and developed transportationsolutions in response. A staff transport strategy was formally adopted in 1996, and the sitecontinues to be the subject of a Section 106 Agreement specifying transport improvementsand travel targets.7.2 The site has approximately 4,300 employees, of which 80% are office based with PC accessand are involved in administration, design, marketing and sales. Around 800 are classed asworkshop support engineers / testers.Operating Structure7.3 The scheme currently operates using 234car Technology, enabling staff to access the carshare database through any internet connection (either through work PC’s / terminal, or fromhome / remotely). This has been operating since December 2003, before that a paperbased matching system was used. As a result of Ford’s desire to implement car sharing(Ford acquired Land Rover in July 2000), they worked with Bristol University to assist in thedevelopment of the 234car software to ensure it met their wider needs.7.4 Staff accessing the 234car website register basic details on their trip requirements and travelpreferences (for example, sharing with smokers, single sex groups). It also asks the userwhat level of personal information they wish to share with other users (for example, e-mailaddress / telephone details). In most cases, matching is done by e-mail, with automaticmessages sent to potential partners, for them to respond as appropriate.7.5 Despite the supporting technology, the approach requires a part time support person tomanage the system, and prepare the supporting marketing / promotional material.Impact and Effectiveness7.6 The scheme has had a positive effect on the level of car sharing, as shown in the modal splitfigures below:Final V1.1, Dec. 2004 - 46 -
MAKING CAR SHARING AND CAR CLUBS WORKCASE STUDY SUMMARIESMode 2000 2004 %’age point changeCar (single occupancy) 87% 79% -8%Car (multi occupancy) 12% 20% +8%BusTrainWalk1% 1% 0%Cycle7.7 These figures are calculated based upon twice yearly physical access counts, undertaken ateach entrance to the site – this robust approach of monitoring provides certainty that theinvestment in car sharing and other sustainable travel initiatives is effective. Membershiplevels of the paper based scheme reached 800, before the 234car initiative was launched.The 234car database currently has 520 members, which has resulted in 191 matches, and79 active sharing groups. Growth in the use of the 234car software is demonstrated in thefollowing graph:Successes / Failures7.8 A major reason for the success of the scheme has been the commitment at board level.This has been combined with a ‘bottom-up’ approach to developing the scheme (i.e.defined through staff consultation), ensuring that it meets user needs.7.9 Whilst the launch of the database has had an impact on sharing levels, additional sharingstill occurs as a result of the general publicity and promotion activities. Whilst existing carsharers are encouraged to register with 234car, there is no means of enforcing this (henceFinal V1.1, Dec. 2004 - 47 -
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