Servco Pacific Inc is one of the top 50 auto dealers in the United States. Servco owns and operates 9 dealerships in Hawaii and Australia and vehicle sales focus on Toyota, Subar and Lexus. Vehicle sales have been decreasing overall in the United States because of demographic changes, urbanization, and economic forces. In particular, the Millennial generation (aged between 15 to 34) are driving less and are living in more urban centers.
The city of Honolulu is focused on building higher density with 30 high density developments being planned and built over the next 10 years in the Kaka’ako neighbourhood which will encourage urbanization and less driving. Yet the rapid transit is still being built and the only option to a carfree lifestyle is the bus system or – if you live on a university campus – Enterprise carshare.
Servco decided to investigate carsharing and launch it in Honolulu in 2018.
While Servco knew a lot about vehicles, it didn’t have the expertise in carsharing and especially the digital experience for the member or the operator.
- Reviewing all technological options together with Servco
- Working with Toyota Connect and Servco to define and improve the member journey and all operational functions
- Provide customized Playbook and training for all new staff. The Playbook includes flowcharts, checklists, FAQ and even membership agreement.
- Create Growth Strategy for initial six months and create initial digital content for social media (studiomedia)
- Provide Project Plan template that outlines tasks for each area and initial project management
- Liaise introductions for Servco with 3rd parties, such as Urban Planning Department of Honolulu or insurance providers
- First ever BLE carsharing service launched in Honolulu with technology by Toyota Connect.
- Was able to pass on knowledge to local team through training and playbook. Shortened usual on-site launch support time from 2 months to 3 weeks.
- Ability to launch service at the same time as the promotional strategy.