5 min read • March 12, 2026
Many sharing providers still optimize their fleets for a “standard user” who hardly exists in reality. The result? Untapped potential and idle vehicles. In this interview, Lina Mosshammer, CEO of POINT& and speaker at the MOQO Summit 2026, explains why inclusive car sharing is much more than just accessibility and how providers can tap into new target groups and massively increase their utilization with targeted adjustments.
Education
Lina Mosshammer is the managing director of POINT& and founder of Better Mobility, Europe's leading innovation program and community for accessible and inclusive mobility. The focus is on solutions that make mobility practical and scalable for different target groups, from families to the aging population. As a mobility expert, she has ten years of experience in the mobility sector at national and international level in companies such as the Austrian Institute of Technology, AustriaTech, VCÖ - Mobility with a Future, and the World Bank. She is also a lecturer at universities, deputy secretary general of the Austrian Transport Science Society, and co-founder of the Women in Mobility Network in Austria.
Lina: Because many people underestimate the market and the raw numbers. If we look at Europe, one in four people has a disability—often invisible, such as neurodivergence. One in five people is over 65, and one in four people has caregiving responsibilities. Many providers still consider these groups to be a “niche.” But when you add up these numbers, you quickly see that this is not a niche, it's a majority. Anyone who plans their fleet only for fit, high-earning commuters between 9 a.m. and 5 p.m. is ignoring a huge customer base.
Lina: There are two main groups. On the one hand, there are people with caregiving responsibilities, i.e., families who are not traveling alone and have special needs. On the other hand, there are people who find it difficult to cope with the high level of digitalization—all the apps and complex booking processes. This does not necessarily only apply to older people. There is enormous potential here if we make processes a little more accessible and simpler.
Lina: First, it is important to take a closer look: when it comes to registration alone, the ratio is often quite balanced, but when it comes to actual use, the proportion of women drops sharply. This is mainly due to the more complex “travel chains.” While the classic commuter simply drives from home to the office, women often combine several trips—shopping, taking the child to daycare, driving to work. The “mental load” is already high here. If the car sharing vehicle doesn't have a child seat, the Bluetooth connection fails, or the process is unreliable, they prefer to switch to alternatives.
Lina: The most important step is to know your users. One of our surveys revealed that only 17% of mobility companies actually collect and analyze their user data in detail. Only when I know who is using my service—and, more importantly, who is not—can I determine where to prioritize and take action.
Lina: Absolutely. It doesn't always have to be huge investments.
1. Vehicle equipment: Tim Carsharing in Austria, for example, offers optional child seats that can be booked. This has enabled them to achieve an extremely good 50/50 gender ratio among users.
2. Introductory workshops: First-time use is often the biggest hurdle. Simple on-site information sessions where people can try out the system at their leisure and without time pressure greatly reduce this barrier. Voi has done this very successfully with scooter sharing, specifically for women.
3. Change the perspective during onboarding: Instructions in apps are often written from the developer's point of view. You should force yourself to formulate simple step-by-step guides from the real user's perspective.
Lina: For people on the autism spectrum, public transportation is often a massive stress factor, which is why car sharing vehicles are highly attractive as private “safe spaces.” However, these users need fixed routines. Station-based car sharing is often better than free-floating car sharing in this regard, as they can rely on the car being in a specific location. It is also important that the system does not overwhelm users in the event of a fault – solutions to problems must be extremely simple and predictable.
Lina: The assessment is a systematic evaluation of the offer. We look at the company and the data and create a score. Then we go through the entire “user journey” – from information about booking to the journey itself. This can be done in workshops with the team, or we can directly involve representatives of the target groups, such as families. The aim is to define specific adjustments and an action plan.
Lina: One way is to follow our Better Mobility Community on LinkedIn. We have a network of over 800 solution providers there and connect cities, companies, and startups. If you would like to discuss an assessment directly, simply contact me via LinkedIn or book a non-binding appointment in my calendar.
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Free initial consultation with Lina Mosshammer →
Meet Lina Mosshammer and many other experts in person in May at the MOQO Summit 2026 in Aachen. Learn how you can directly realize this potential in Lina's keynote speech, “The inclusive growth strategy – Why inclusion is the biggest lever for your fleet utilization.”
