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PSA Shutters “Multicity” Car-Share Service in Berlin
PSA Group confirms it has shut down its Multicity car-share service, which has operated in Berlin for the past five years, because of a lukewarm response among users.
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PSA Group confirms it has shut down its Multicity car-share service, which has operated in Berlin for the past five years, because of a lukewarm response among users.
PSA announced in September that Multicity would end on Oct. 29 after failing to gain traction against BMW’s DriveNow and Daimler’s car2go services.
“We didn’t have enough cars,” says Brigitte Courtehoux, head of PSA’s mobility services unit. Multicity operated a fleet of more than 200 Citroen C Zero electric cars and C1 minicars in the city. But some customers had to hike a kilometer to find a car.
Courtehoux says PSA learned from the failure in Berlin how to launch service and manage its customer base. She points to the more successful Emov service PSA launched in Madrid last December. That service has attracted 100,000 repeat users.
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