London, UK

Client Type

Global Automotive Manufacturer


Electric Carshare



What We Did


  • Primary & secondary market research
  • Business case


  • Launch Planning

Project Approach

Honda R&D Europe was responsible for research and study necessary for developing motorcycles, automobiles and power products. Honda R&D Europe was looking at the next generation of mobility services such as electric carsharing to be launched in a European metropolitan market.

Honda R&D engaged movmi between December 2018 and April 2019 to conduct primary and secondary market research to understand the use cases, competitors and to build a high level business case.

movmi was hired for a second project in May 2019 to conduct a feasibility study for Honda’s preferred launch city and to validate the assumptions of the business case for that market.

The outputs of the second study were a forecast of customer demand and the selection the top 5 neighborhoods for launch, recommended fleet size and creation of a deployment map for the top 5 neighbourhoods identifying key parking and charging locations.

Measurable Results:

Honda R&D Europe was able to get management to sign off on the program and launch an initial small pilot.

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