Milan: GuidaMI car sharing

Milan, located in the North of Italy, is the second largest Italian city and the capital of Lombardy region. The city covers an area of 182 km2 and has 1.35 million inhabitants. It will host EXPO 2015 and is expecting around 20 million visitors in a year; it is therefore planning a strengthening of its transport service system and has already introduced a Pollution Charge paid by car users entering in the city centre (the so called Area C). The Milan eBRIDGE pilot has been focused on the e-car sharing fleet located into the Area C.

The context

The massive suburban sprawl that followed the post war boom of the 1950s-60s and the growth of a vast commuter belt, suggest that socioeconomic linkages have expanded well beyond the boundaries of its administrative limits and its agglomeration, creating a Milan province  nowadays of 3.07 million inhabitants.

Due to its business characterization, Milan has around 600,000 daily commuters, coming from the province and the whole Lombardy region, with inevitable consequences related to traffic congestion and air pollution.

Milan will host EXPO 2015 and, expecting around 20 million visitors in a year, it is planning a strengthening of its transport services system and has already introduced a pollution charge that will be paid by car users entering in the city centre (the so called Area C). This action has been proven effective in reaching several goals: reduce traffic congestion, reduce the concentration of the main dangerous air pollutant and collect money to be used to improve public transport and mobility services like bike sharing.

The Milan eBRIDGE demonstration will be focused in the Area C. It will be jointly run by Legambiente and ATM, the local public transport operator that provides, among other innovative mobility services, the car sharing service GuidaMi. The people involved will be mainly single or small families (80%), small professional firms and fashion and design freelancers (20%).

The fleet and the parking areas

The 10 principal car sharing parking areas in the Area C will support full-electric car sharing.

The technological system

The GuidaMi vehicles are equipped with RFID‐capable on-board units that detect the time and distance of the trip and the charging status of the e‐vehicle. The central reservation system (online and call centre 24h) directs customers to electric cars that fit their requirements. The smartcards for this service are compatible with the public transport and the bike sharing system and sold as bundle.

With this service ATM offers an attractive integrated mobility solution that makes a private car ownership redundant within the city centre.

The tasks

The Milan demonstration will take place from October 2013 to March 2016 and will consist of:

User Survey

It will start with an interactive survey involving a group of alpha testers, in order to define the best rules and characteristic of the service.

A user survey among private and business users will give hints concerning barriers and potentials of the e-car sharing offer. A deeper assessment will reveal whether and how the congestions charge zone influences mobility behaviour, in terms of e-car sharing usage and how this reflects in general mobility management.

In addition to the survey, some users will share their experience in real time with the technique of "logbook", that allows the collection of different needs or suggestions related to concrete actions to improve and customize the e-car sharing service.


Monitoring of the service will help to reveal optimisation potential in terms of utilisation, electronic equipment of the vehicles and charging infrastructure.

Marketing & Awareness Raising

In consideration of the innovation of the service, all the communication will be delivered using digital tools such as a blog, social networks, a web 2.0 campaign, and a specific e-sharing Smartphone application to book the cars and to communicate suggestions. All these digital tools will be used to spread the word and to really involve the specific targets and users during the lifetime of the project.

The goals

The demonstration aims to reach the following concrete goals:

  • Improved overall usage rate of the electric cars in the fleet
  • Increased share of customers who used the electric car sharing service at least once
  • Increased share of new customers who were attracted by the electric vehicles in the service.