The millennials, raised in the heat of the web revolution, were in charge of drawing the norms of a new model of consumption for the 21st century, more immediate, volatile and dynamic than that of their predecessors.The technology was responsible for channeling these new habits through the cell phone. Thus the term "as a Service", began to mass and cross transversally all types of industry: it is no longer necessary to be the owner of something, simply use what is needed, when required and only the time that one preferThe software was a pioneer in this, as well as subscription services on demand. Even WeWork, sired in the valleys of Silicon Valley, became a monster of the real estate thanks to its unparalleled offer of shared work spaces.On the transport side, Uber and Lyft confirmed that urban mobility no longer passed through concessionaires. Millions of people choose to leave their vehicles in the garage and base their daily transport on solutions that can be found in all types of apps.The automakers, reluctant to this change at first, finally received the message. The future contemplates fewer and fewer car owners, and more casual drivers, who will request a unit according to their needs.Today, the big brands have already put the first and are steadily advancing projects in this line, with the aim of satisfying a demand that is still incipient but in a clear rise. The objective is clear: to prevent hundreds of thousands of units from being idled in parking lots around the world.BMWThe latest firm to rise to the wave of mobility services was BMW, which partnered with Daimler AG to create a new global player capable of providing "sustainable options for its customers".Strictly speaking, both companies invested a total of 1,000 million euros to develop and unite their offers of vehicle sharing, transportation, parking and cargo.During the last years, the two brands executed separate schemes for:-Share cars (Car2Go and DriveNow)-Transportation services (MyTaxi, Chauffeur Privé, Clevertaxi and Taxibeat)-Watch networks (ChargeNow and Digital Charging Solutions)-Payment of parking lots (ParkNow and ParkMobile)-Mixed mobility services (ReachNow and Moovel)As indicated in the official announcement made in Germany, the cooperation is composed of five joint ventures that will encompass the aforementioned proposals:-REACH NOW: you can book and pay directly for public transport and other mobility options, such as sharing and renting vehicles or using bicycles.-CHARGE NOW: includes easy-to-locate charging points in conjunction with Digital Charging Solutions GmbH, which has more than 100,000 stations in 25 countries.-FREE NOW: has a variety of services that include taxis, private drivers with rental vehicles, as well as state-of-the-art e-scooters, all accessible through the cell phone.-PARK NOW: designed for parking systems. It allows to reserve spaces and manage their schedules, and also allows the entry and exit without ticket in public garages, as well as the payment without cash.-SHARE NOW: allows its customers to rent and pay for the use of vehicles through an application. With the closing of the new alliance, it was confirmed that the service will add a wider range of models in order to increase market coverage."There is a clear vision: the 60 million customers we already have today will benefit from vehicle sharing, taxi trips, parking, freight and multimodal transportation," Harald said. Krüger, Chairman of the Board of Management of BMW AG.ToyotaThe Japanese giant warned that the world is changing and that the needs of people are different. In this context, the means of transport have to adapt to a new demand."In five years new competitors will come to the market," Daniel Herrero, number one of the brand, told iProUP. "That's why we want to change, to stop being a car manufacturer and to become a mobility services company," he added.The firm established as a prime objective to put vehicles at the disposal of people's needs, with an integral proposal and a complete line-up of models -including those of the Lexus brand-, available at any time and place.Thus, it allows to rent units per hour, day and month, or medium and long term terms, all through an app. The program is available to individuals and companies and, in total, adds more than 120 cars in the fleet.According to Gustavo Salinas, sales manager of Toyota Argentina, "although there was always a way to move, this was changing, for companies, in the long term, mobility services will represent a good part of revenues".VolkswagenAs an absolute first, Pablo Di Si, CEO of Volkswagen for the Southern Cone and the Caribbean, recently confirmed to iProUP the implementation of "five mobility services programs to be developed in Latin America, one of which will be test in Argentina soon ".One of them is carsharing (shared car), which takes the foundations of MOIA, the company that created Volkswagen in Germany.In addition, the executive assured that "there is a second line of business that is carpooling (car sharing among several travelers)".The objective of these initiatives is to establish the bases for the company to have a central role in mobility systems. To such point that VW already has predicted that a substantial part of its income will come from these business units with the passage of time.Another initiative contemplates that a person can use a car that withdraws from a station located in a point of the City and then return it at another point."The important thing is that you do not have a fixed point in which to deliver the vehicle, but you can do it anywhere, within a certain perimeter," Di Di told iProUP.Mercedes BenzAnother of the big automakers that begins to redesign its business is Mercedes Benz, to catch up with the current demands of users.In this sense, the Daimler group launched its car sharing system in four countries, among which Argentina stands out.Through teneslugar.com, the employees of the associated companies can use the same vehicle to go to work."Inaugurated the first Business Innovation branch in Latin America in Buenos Aires, it is 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. "explained Josefina Furlong, head of RSE at Mercedes-Benz Argentina, at iProUP.The election of the Federal Capital for this test is based on two mainstays:There is great potential to generate new ideas, given that it is one of the most important innovation and entrepreneurship poles in the region.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", adds the executive.Its service is already used by 14 companies, 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 SAIn this way, the service recorded only last year 3,222 trips in shared cars, almost 200 active drivers, 450 passengers and more than 11,250 potential users.Also in DetroitIn the city of the "big three" of the American automotive industry, they are also thinking about how to adjust to the era of the digital economy.In effect, Ford and General Motors are not only projecting that their business will be provided by mobility services, but they even explore the market for renting bicycles and skateboards online.The strategy is not haphazard: several studies indicate that in several cities the journeys made daily are usually short, that is, from a distance that can be easily covered in a cheaper, cleaner and faster way than with transport services. traditionalFrom this, the brand of the oval has just bought Spin, a service to rent electric skateboards that is very popular in the area of ââSan Francisco, USA. And disbursed about 40 million dollars for it.Meanwhile, General Motors confirmed its entry into the business of motorized bicycles with the launch of its Ariv brand, with which it will market "electric, integrated and connected models".There will be three options that will be available, in the first instance, in Germany, Belgium and the Netherlands, starting in the second quarter. Costarán from 2,800 euros and offer a range of up to 64 km with a single charge.These bikes will also be connected to the smartphone via Bluetooth, to check parameters such as average speed, distance traveled and battery level, among other things. And they are expected to be used with rental services.On the other hand, Ford hopes that autonomous driving also allows it to be in tune with the new mobility demands.In fact, it projects that these cars will be used by Uber-style applications, for product deliveries and even for logistics use by companies.