Chris Noone, CEO at DriveMyCar, presented on The Sharing Economy: A Markter's Friend or Foe at Mumbrella's Automotive Marketing Summit.

1. The Sharing Economy:
A Marketers Friend or Foe?

2. The Sharing Economy
Defini'on
“an economic model based on sharing underu,lised assets
from spaces to skills to stuff for monetary or non-monetary
benefits. It is currently largely talked about in rela;on to peer-
to-peer (P2P) marketplaces but equal opportunity lies in the
business to consumer (B2C) models.”
P.S. there are marke,ng opportuni,es too!
Rachel Botsman (2013), “The Sharing economy Lacks a Shared Defini'on”, available at: hFp://www.fastcoexist.com/3022028/the-sharing-economy-lacks-a-shared-defini'on

3. Three BIG Things
About the
Sharing Economy

4. Three BIG Things About the Sharing Economy
• 81% agree it is less expensive to share goods than own them
• 57% agree access is the new ownership
• 83% agree it makes life more convenient and efficient
• 43% agree owning is a burden
1. Access is
preferable to
ownership

5. Three BIG Things About the Sharing Economy
1. Access is
preferable to
ownership
2. People
trust online
transacLons

6. Three BIG Things About the Sharing Economy
1. Access is
preferable to
ownership
2. People
trust online
transacLons

7. Three BIG Things About the Sharing Economy
1. Access is
preferable to
ownership
2. People
trust online
transacLons
3. Sharing is
becoming
mainstream

8. Three BIG Things About the Sharing Economy
1. Access is
preferable to
ownership
2. People
trust online
transacLons
3. Sharing is
becoming
mainstream

9. Revenue earned in NSW among major players has grown 68%
over the past year to $2.6 billion in 2016.
The number of collabora've economy par'cipants who
generate income through these plaVorms has also grown,
reaching 92,400 people in NSW, doubling over the past year.
Developments in the Collaborative Economy in NSW NSW Department of Finance, Services & Innovation 2017. Deloitte Access Economics

11. US$25.5bn US$311m
US$200m US$64bn
US$100m
US$1.76bn
US$1.6bn
US$5.5bn
Raised Euro 47m
US$110m+ US$500m
A$77m

12. Catch the wave
Or get wiped out…

13. What is a Peer-to-Peer Marketplace?
Peer-to-peer marketplaces allow idle assets
to be discovered and moneLsed
Peer-to-Peer Marketplace
Marke'ng
Insurance
ID verifica'on
Rental Agreements
I need to rent a car
for 2 months
I have a spare car that
can be rented
Supply Demand

14. How It Works

15. Opportunity, Not a Threat
Auto manufacturers
Leasing companies
Fleet managers
Marketers
Dealers
Companies
Experien'al Marke'ng
Brand awareness
Try before you buy
U'lisa'on
Addi'onal revenue stream
Lower costs

16. Case studies:
A taste of the
sharing economy

17. ObjecLve
Case Study 1: LDV Supply
• Increase brand awareness and sales
• Try before you buy
• Dealer foot traffic
AcLvity
Results
• LDV vans offered for rental
• Pick up from dealers
• Extended test drives to demonstrate quality
• First rental generated sale of four vans
• Prompted replacement of en're fleet with LDV

18. Case Study 1: LDV
‘We recently hired LDV vans from DriveMyCar. This gave us a great low
cost opportunity to trial these vans that we did not even know were
available in Australia’.
‘We were immediately impressed with the quality of the vans
compared to our current fleet of mainly Hiaces and Hyundais - and the
drive away price blew all compe;;on out of the water’.
‘Within a month we bought 4 x LDV vans and we have since spread
the word to several other StarTrack contractors and I know many of
them have already completed mul,ple purchases. We too will soon
make further purchases as we phase out our current fleet over ,me
and replace with the LDV’s - this all came about directly from the offer
of DriveMyCar to trial these vehicles at a low daily hire rate’.
Claude Morello, FNET

19. Case Study 1: LDV

20. ObjecLve
Case Study 2: Uber Demand
• Provide quality vehicles at reasonable prices
• Flexible rental periods
• Wide range and mul'ple pick up loca'ons
AcLvity
Results
• Ex-lease, ex buy-back and new vehicles
• Lowest prices, most flexible terms
• 10 pick up loca'ons
• New revenue stream for dealers and leasing companies
• Experien'al marke'ng opportuni'es
• Income opportuni'es for non-car owners

21. Case Study 2: Uber Demand

22. ObjecLve
Case Study 3: Subaru Supply
• Build brand awareness for Subaru Impreza launch
• Experien'al marke'ng campaign
• Support Subaru ‘do’ customer centric ini'a'ves
AcLvity
Results
• 101 Subaru Impreza’s rented to Uber drivers and renters
• Passengers and drivers given opportunity to experience the Impreza
• Marke'ng campaign with revenue stream
• 1000’s of Uber passengers experienced the new Impreza
• 100’s of drivers experienced extended test drive
• Significant on-road exposure

23. Case Study 3: Subaru Supply
Pilot
10 x Levorg
ExperienLal MarkeLng Campaign
101 x Impreza
ExperienLal MarkeLng Campaign
105 x XV
‘This partnership provides a tremendous opportunity to demonstrate the appeal and integrity of our cars to an
audience that may otherwise have not been exposed to our brand, or considered it in the past’.
Amanda Leaney, General Manager Marketing, Subaru
October 2016 September 2017 March 2017

24. ObjecLve
Case Study 4: RACV Supply & Demand
• Explore mobility opportuni'es
• Appeal to exis'ng members and new members
• Create new products and revenue opportuni'es

25. ObjecLve
Case Study 5: Ex-Lease Supply
• Create ‘second life’ for ex-lease vehicles
• New revenue stream
• Increase pay back from vehicles
AcLvity
Results
• Vehicles available in mul'ple loca'ons
• Rented to private and corporate renters and Uber drivers
• Logis'cs managed by partners
• 100’s of vehicles on the road genera'ng income
• Extend income genera'ng life
• Increased u'lisa'on

26. ObjecLve
Case Study 6: Dealer Supply
• Access new customer base
• New revenue stream
• Try before you buy opportuni'es
AcLvity
Results
• New BMW, Jaguar, Land Rover and Mini models
• Rented to private and corporate renters
• Sydney & Melbourne
• Much lower price than tradi'onal car rental companies
• Short and long term rentals
• Significant trial opportunity

27. ObjecLve
Case Study 7: Smarcleet Demand
• Create value added opportunity for customers
• Extend product range
• Meet full range of vehicle needs
AcLvity
Results
• DriveMyCar recommended as preferred car rental provider
• Economy, commercial and luxury vehicles
• Corporate and government focus
• Lower prices
• Mee'ng needs not sa'sfied by tradi'onal car rental companies
• Wider range of vehicles

28. The Sharing Economy:
A Marketers Friend or Foe?