It is reasonable to derive the tariff plan for Zipcar service in Russia based on market-oriented pricing model by setting a price based upon analysis and research compiled from the target market. Zipcar has already delivered its pricing scheme for American and European markets, however, it does not really suit the Russian reality. To come up with the pricing decision it was crucial to analize the competitors: in our case they were Anytime and Streetcar.
Anytime tariffs
Streetcar tariffs
In order to get the insights and understand people’s expectation on price, the content analysis [comments on Anytime carsharing service] was conducted. Here are some interesting findings:
Once I did not manage to book the car because there were no100 RUR on my account. While I was transferring the sum – the car was booked by someone else…
I would like to use this service [carsharing], but it was confused by the necessity to hold the full sum of car rent on my account….
…you can get into traffic jam driving the shared-car, so in that case the per minute tarification is more expensive [than use of taxi service]…
The main reason to have only one tariff plan is to reduce any kind of ambiguity among clients. In order to avoid inconveniences of having high deposit, the payment for Zipcar – Russia service can be connected with clients’ bank accounts. The service is aimed to promote simplicity and convenience that is why there is differentiation in terms of price for the cars-to-share. The car fleet is represented by Hyundai Solaris Hatchback, Ford Focus Ambiente, Nissan Almena and Opel Corsa.
| Occasional Driving Plan | |
| Included with every plan: gas, insurance and up to 100 free kilometers per day | |
| No deposit, No application fee, No annual fee | |
| Per 30 min | 200 RUR |
| extra 15 min | + 80 RUR |
| Per hour | 330 RUR |
| Day rent | 3000 RUR |
| For each additional kilometerThe tariff for long distance (starting from 101st km and onwards) | 7 RUR/km |
| Additionally: | |
| Compensation for refueling/parking at parking point | 15 min. free |
Car-sharing in Russia 
As one of Anytime consumers and you have noticed, “…you can get into traffic jam driving the shared-car, so in that case the per minute tarification is more expensive [than use of taxi service]…” – so this seems to be an obstacle for becoming, e.g. Zipcar’s consumer.
The Occasional Driving Plan that you have offered does address this issue by per km tarification “The tariff for long distance” and that’s great! Still some potential consumers can be discouraged by per minute tarification under 100 km travel, so maybe it could be reasonable to apply only per km tarification? Or will increase Zipcar’s petrolium costs too much? What do you think?
Thank you for the comment!
We understand that there are some disadvantagies regarding per minute tarification. However, in case of km-tarification, we can face the problem of control and extra costs (for petrolium). In case for km-tarification the users can stay in car how long they want that basically ruins the whole concept of “sharing”. The service we would like to introduce to Russian consumers has to be agile and accessible.
Now I understand it better and agree, thank you for the explanation!
As far as I have understood, there are going to be only 4 types of vehicles in the fleet? And all of them are of pretty the same configuration, so to speak (the technical characteristics, like the volume of engine, the space of trunk are pretty the same). What about some differentiation of auto park? Probably in future… In one of my previous posts I suggested using the eco-friendly plug-in hybrid electric vehicles. Or what about introducing some more spacious car (like Volkswagen Caddy or Peugeot Partner to the fleet for those who would like to carry something volumetric from one place to another (as far as I know, some businesses rent such types of cars). But again, it is a suggestion – probably the research results (survey or experience of other companies) will show it is not needed…
Regards, Anna
Anna, thank you for the comment!
At the first step of introducing the Zipcar service to Russia we are thinking only about these 4 cars, as we consider them as the most optimal choice in terms of price-characteristics (In addition, Avis has establised relationships with indicated car manufacturies, so it will be easier to form the fleet in a timely manner). As for the future, we are planning some differentiation. However, in the middle-term period, it is challenging to introduce plug-in hybrid electric vehicles as charging stations infrastructure is not in place today and it will require significant investments. Carsharing implies more to occasional driving, and the situation of transportation of volumetric items usually implies to planned transfer. Anyway, the idea is really interesting!