Beyond planning the vehicles of the future, the automotive companies have been allocating part of their resources and time to analyze what services they can offer to facilitate the daily movements of people. Many of them are already a reality in the country.
The transformation of mobility is the theme that reveals the big brands, especially when it comes to cities in which traffic does not give respite.
The concern is also related to another aspect: the millennials are acquiring an increasingly relevant role and are not interested in having a car stored in their garage and paying a high cost for its maintenance.
In general, new generations prefer to mobilize without much responsibility and request a vehicle at the time they need it.
Attentive to the changes, for a long time automotive companies have been evaluating how to survive when the fact of having a 0km stop being a priority for consumers. And far from looking like a long-term problem, this issue is already a reality in developed countries and has landed in Argentina.
"What is coming is another use of the car by customers, they no longer want belonging, but experience." These words belong to Daniel Herrero, president of Toyota Argentina.
"We have the challenge of moving from being a company that makes cars to being a mobility company, the idea is that the person has the vehicle they want, when and where they want, according to their needs," he adds.
These statements, as clear as they are clear, explain why the launch of the Toyota Mobility Service, a system that launched the firm and consists of using any of its models for a specific time and then returning it to one of its dealerships.
But this option of the Japanese company is not the only one available in Argentina. Mercedes Benz also has a customized mobility system and extended its services to other companies in the industry.
This is teneslugar.com, which allows the employees of the associated companies to connect to share the car on the way to work.
"In 2012, we inaugurated the first Business Innovation branch in Latin America in Buenos Aires, a platform to identify and develop new business initiatives for Daimler, creating products and proposals in areas such as mobility, digital services, project infrastructure, energy and education. among others ", explains Josefina Furlong, head of RSE at Mercedes-Benz Argentina, at iProUP.
This headquarters is the fourth in the world within the Daimler group and the Argentine capital was chosen because it has two ideal characteristics for the local development of Business Innovation:
- There is great potential to generate new ideas.
- It is a megacity that already suffers problems related to mobility.
"In Daimler, the mobility of the future has four pillars: connectivity, autonomous driving, sharing & services and electric driving, which is why we have given teneslugar.com life", he adds.
So far, there are 14 companies in the Mercedes-Benz Argentina network, including Bayer, La Caja, Renault Group, Samsung, L'Oreal Argentina, Metrogas, Andreani, Viacom, Sustainable AG, Cofco Int, ESET, Smurfit Kappa, Bristol-Myers Squibb and Ag Servicios Farmacéuticos SA
During 2018 they registered more than 3,227 trips in shared cars, 192 active drivers, 450 passengers and more than 11,250 potential users.
The most important data for Mercedes Benz are the carbon dioxide emissions (C02) saved during the period between January 1 and August 27 of last year: 11,237 grams.
Mobility, through platforms
Herrero explains to iProUP that, with his new service, he starts one of the biggest challenges of recent times.
The service works in the following way: the interested party downloads an app on the cell phone and automatically reserves a car. The models available range from the Etios, the most economical, to the Hilux and the SW4, the most expensive.
The platform also includes Lexus, the high-end proposal recently launched in the country by the Japanese automaker.
Prices start at $ 402 per hour for the Etios or $ 1,600 per day, and reach $ 849 for the hour of a Hilux or $ 3,397 per day.
By registering at teneslugar.com you can already be part of the service, coordinating with employees of the different participating companies to share the trips.
"We work to identify and create new mobility solutions for the country and the region, for the development of the initiatives, innovation workshops were held, meetings with companies, universities and social actors with potential to create new business for the group", adds Furlong.
This is how they were linked with companies from many areas.
The next step
For vehicle manufacturers, solving mobility issues goes beyond a car and focuses on a topic of connectivity.
"Nobody knows what the final path of this technological revolution is, but we understand that the platforms are going to handle the future." Starting with this proposal in Argentina puts us at the forefront worldwide and allows us to learn from our customers, "says Furlong .
The systems of other brands have not yet arrived in Argentina, but they will do so in the short term. In fact, the first to install the word mobility in the market was Ford, more than four years ago.
But looking to the future, services will be increasingly risky. For example, Bosch developed a shared taxi service with autonomous driving.
"The Shuttle Concept is a prototype that will be presented in January at the Consumer Electronics Show (CES) in Las Vegas, where seats will be reserved from an application and can only be entered when the car recognizes the cell phone", confirms the company to iProUP.
It is a development of the company
The objective, detailed from the company, is to offer a vehicle with great amplitude and at the same time maximum connectivity. For example, with WiFi connection available for all passengers, in addition to screens to work as a small mobile office.
The company estimates that in just over a year there will be a million taxis on demand 'combi type' in the most important cities in Europe, the United States and China. Most of them will be electric.
By 2025, the figure will rise to 2.5 million, with a good part of them completely autonomous. By then, Shuttle Concept could already be on public roads.
Other companies, such as PSA (Peugeot-Citroen), began to strengthen themselves with the purchase of 100% of the emov car sharing platform, a carsharing car that competes with Car2go, Zity and Wible.
As one of the axes of the Push to Pass strategic plan, Free2move started its activity in 2016 as the mobility services brand of the PSA Group and since then it has been expanding its operations in the main cities of the munco.
According to Free2Move CEO Brigitte Courtehoux, "the decision to obtain full ownership of emov emphasizes our commitment to develop an efficient and sustainable shared services ecosystem."
The truth is that the reality of the automotive is changing slowly and without pause. "In 2030, 40% of the automobile business will be connectivity and mobility," Toyota explains to iProUP.
"The business will be more in the use that is given to a vehicle than in its assembly and sale If the companies do not take it into account, they will only work on 60% of the profit they can obtain and will not reach 100% of the income, "he concludes.
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/04/42378_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2024/09/40255_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2022/01/25366_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/06/43087_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2022/01/25009_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2024/12/41172_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2023/03/34100_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/05/42959_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/08/43831_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/08/43829_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2023/10/36485_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2023/01/33119_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpg/2025/08/43821_landscape.jpg)
:quality(85):max_bytes(102400)/https://assets.iproup.com/assets/jpeg/2025/06/43055_landscape.jpeg)