Trivector Traffic, a Swedish transport systems specialist, has developed a concept called Pendela which promotes cycling and offers a test of pedelecs, pedal-assisted electric bikes.
Pendela is a brand-new concept built on previous work on segmented marketing campaigns for different sustainable commuting modes, and on campaigns for increased cycling. Pendela is run in cooperation between Trivector (with knowledge of cycling and mobility management campaigns), Jolt Bikes (who provide the pedelecs), and MoveByBike (who support the logistical elements in moving/storing the pedelecs as well as service of the pedelecs).
One of the primary actions to reduce CO2 emissions in the transport sector is to promote mode shift and reduce the dominance of privately-owned cars. There is a big potential in transferring short and medium long car trips into cycle trips. Short car trips could be replaced by cycle trips and the slightly longer ones could be replaced by trips made with pedelecs. Pedelecs allow flexibility of journeys but extend the range of conventional bicycles significantly. The Pendela concept fills up a gap in the process of supporting this mode shift.
The number of pedelecs are growing, but lot of people do not have the access to pedelecs, due to the high price. Pendela offers a test of pedelecs to employees, and the possibility to buy the pedelec afterwards for a reduced price.
During the eight-month Climate-KIC Accelerator project, the Trivector team focused on how to translate the concept to a scalable business plan and where their first market would be.
In addition to the work made with the business model, flashy and informative communication material has been developed, a brochure and a movie written on the aspects of the business model.
Pendela means less cars will be used for commuting, which will significantly reduce traffic and congestion in big cities. It’ll lower CO2 emissions and make commuters a bit healthier.
The benefits for companies and organisations include a reduced number of sick days1 and need for parking spaces.
The climate impact is also great. A cyclist who used to drive a car but now cycles to work, four days a week for 30 weeks a year, reduces CO2 emissions by 0.2 tonnes a year. Results from previous Trivector projects make it reasonable to estimate that 40 percent of test cyclists will maintain that kind of behavioural change.
1 It’s particularly important to engage students. Research shows that sustainable behaviours established in youth are an important indicator of sustainable choices made in future.