Case Study Summaries - Richard Armitage Transport Consultancy ...

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MAKING CAR SHARING AND CAR CLUBS WORK CASE STUDY SUMMARIES 7 LAND-ROVER (GAYDON SITE) General Background 7.1 Land Rover is located at Gaydon, near Junction 12 of the M40. The site is shared with Aston Martin and Jaguar. It is in a rural area, and was established in 1993 (when staff were transferred from the Canley site in Coventry, followed shortly afterwards with a migration of staff from Solihull). From the outset, Land Rover worked closely with Warwickshire County Council on the issues associated with transferring staff, and developed transportation solutions in response. A staff transport strategy was formally adopted in 1996, and the site continues to be the subject of a Section 106 Agreement specifying transport improvements and travel targets. 7.2 The site has approximately 4,300 employees, of which 80% are office based with PC access and are involved in administration, design, marketing and sales. Around 800 are classed as workshop support engineers / testers. Operating Structure 7.3 The scheme currently operates using 234car Technology, enabling staff to access the car share database through any internet connection (either through work PC’s / terminal, or from home / remotely). This has been operating since December 2003, before that a paper based 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 the development 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 travel preferences (for example, sharing with smokers, single sex groups). It also asks the user what level of personal information they wish to share with other users (for example, e-mail address / telephone details). In most cases, matching is done by e-mail, with automatic messages sent to potential partners, for them to respond as appropriate. 7.5 Despite the supporting technology, the approach requires a part time support person to manage the system, and prepare the supporting marketing / promotional material. Impact and Effectiveness 7.6 The scheme has had a positive effect on the level of car sharing, as shown in the modal split figures below: Final V1.1, Dec. 2004 - 46 -
MAKING CAR SHARING AND CAR CLUBS WORK CASE STUDY SUMMARIES Mode 2000 2004 %’age point change Car (single occupancy) 87% 79% -8% Car (multi occupancy) 12% 20% +8% Bus Train Walk Cycle 1% 1% 0% 7.7 These figures are calculated based upon twice yearly physical access counts, undertaken at each entrance to the site – this robust approach of monitoring provides certainty that the investment in car sharing and other sustainable travel initiatives is effective. Membership levels 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, and 79 active sharing groups. Growth in the use of the 234car software is demonstrated in the following graph: Successes / Failures 7.8 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 sharing still occurs as a result of the general publicity and promotion activities. Whilst existing car sharers are encouraged to register with 234car, there is no means of enforcing this (hence Final V1.1, Dec. 2004 - 47 -
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