Driving Sustainable Urban Transport Through Strategic Public Affairs
How we helped Zipcar secure formal policy integration and position car sharing as a vital solution for a greener, more efficient London.
Client challenge
More than a decade ago, the concept of car clubs - and their environmental benefits - were little understood by key political and transport leaders in London.
Zipcar, the world's leading car-sharing network with over half a million members globally, faced the challenge of raising awareness of car sharing’s role in reducing congestion and improving air quality. The goal: to position car clubs as an essential part of London’s transport strategy and secure formal policy recognition amid fragmented support and limited understanding.
Brief
The PR Network was initially brought on board in 2012 to educate UK consumers and business audiences about the benefits of car sharing, aiming to make it a mainstream mobility solution.
As Zipcar’s ambitions grew, so did our remit - expanding to public affairs, international coordination, and new market & service launches.
Our task evolved to influencing key political leaders and stakeholders across London, driving policy integration and championing car sharing as a tool achieving sustainability and air quality targets.
Our solution
The PR Network developed a multi-faceted public affairs and communications programme designed to engage, educate and shape London's political landscape and broader consumer base.
We focused on:
Direct Stakeholder Engagement: Organising high-profile events and meetings with influential figures, including the Deputy Mayor for Transport, Transport Ministers, and London Assembly members.
Policy Development Partnership: Collaborating with key bodies including Transport for London (TfL), London Councils, and the Greater London Authority (GLA) to co-author and launch London's first Car Club Strategy.
Data-Driven Advocacy: Leveraging independent research (e.g. from CoMoUK) and Zipcar's own operational data to demonstrate the environmental and economic benefits of car sharing.
Strategic Communications: Developing narratives around Vision 2025 (an all-electric car-sharing fleet) and a five-point action plan for EV infrastructure, shared through targeted media engagement and direct policy engagement.
Mass Consumer & Business Campaigns: Delivering initiatives such as the Smarter Business Blueprint with Start Up Britain, leveraging high-profile entrepreneurs to influence small business behaviour.
International Coordination: Acting as a central ‘hub’ to manage European PR and ensure consistency of Zipcar’s story across multiple markets.
Delivery
Acting as an extension of Zipcar's team, our senior consultants planned and executed a series of impactful initiatives across public affairs, B2C and B2B communications.
Highlights included:
Car Lite London Event: The first major City Hall event on car clubs, endorsed by the then Mayor of London, Boris Johnson, firmly placing car sharing on the political agenda.
ULEZ Integration: Partnering with TfL and the GLA to align Zipcar with the Ultra Low Emission Zone (ULEZ) and the ULEZ scrappage scheme - introducing incentives for Londoners to switch to cleaner shared mobility.
Vision 2025 and EV Fleet Launch: Creating the all-electric car-sharing fleet concept and launching Zipcar Flex EV, promoted via a multi-stakeholder event.
Policy Blueprint Creation: Delivering a five-point action plan for London’s EV infrastructure and lobbying London Assembly members to adopt it.
Local Partnerships: Collaborating with councils like Tower Hamlets and Hackney to pilot electric car clubs and cofunded charging infrastructure, expanding access to shared EVs.
Real outcomes, real impact
Our sustained public affairs and integrated communications programme helped Zipcar move from awareness to influence - transforming car sharing from a niche concept into a recognised, policy-backed pillar of London’s transport system. This elevated Zipcar’s credibility, strengthened political trust and expanded its commercial footprint.
Results in detail
Policy Formalisation & Thought Leadership: The Car Lite London event directly led to the 2015 launch of London's Car Club Strategy, formally integrating car clubs into the city's transport policy framework. This milestone positioned Zipcar as the leading voice in sustainable mobility, strengthening its relevance with London’s decision-makers.
Political Engagement: Zipcar gained direct access to senior political figures, including the Mayor of London, Sadiq Khan, through its involvement in ULEZ events. Our five-point action plan became a reference point for London Assembly members advocating for greater car club adoption, increasing Zipcar’s visibility and credibility at the highest political levels.
Increased EV Adoption & Recognition: The launch of Flex EV generated strong stakeholder engagement and significant political recognition. Zipcar now operates the largest EV fleet in the UK, with over 1,000 electric cars operating in London, representing a third of its total fleet. This initiative has enabled over 145,000 members to experience driving an EV through Zipcar, helping to normalise electric mobility across the capital.
Environmental& Congestion Impact: According to Zipcar and sector data, each shared vehicle replaces 22–29 privately owned cars, contributing to the removal of over 100,000 cars from London’s roads and freeing significant urban space. Members drive fewer miles on average, and Zipcar’s lower-emission fleet supports wider air quality improvements linked to ULEZ policy.
Zero Emission Trips: Zipcar continues to lead fleet electrification, delivering more than 2.8 million zero-emission trips and over 17 million zero emission miles driven. This reinforces the company’s position as a first mover in sustainable transport innovation.
Promotion of Active and Public Transport: Car club membership is associated with higher levels of active cycling and public transport use. CoMoUK data shows members are significantly more likely than the national average to cycle weekly and use public transport regularly, aligning with London’s broader modal shift ambitions.
Economic Benefits for Users: Zipcar highlights significant economic advantages for members, estimating average annual savings of £3,000 compared to private car ownership. This became a key message for driving adoption and customer loyalty, proving that sustainable choices can also be financially smart.
Enhanced Public Profile & Media Exposure: Our integrated B2C and B2B programmes secured coverage in major outlets including Director, the Evening Standard and The Times, strengthening Zipcar’s profile as a leading voice in UK shared mobility.
“Zipcar was first attracted to The PR Network by its innovative business model – access to a wealth of experienced freelance PR professionals with the ability to form virtual and scalable PR teams without heavy overheads. This means that we truly feel we get from them exactly what we pay for – PR/PA services and expertise. We continue to be impressed by their talent, enthusiasm and professionalism and truly value their team as an extension to our own. I wholly recommend The PR Network as an alternative to the traditional agency model.”