Ford Launching ‘Go!Drive’ Car Sharing Service

As we reported back in February, Ford is experimenting with car sharing technology. The blue oval automaker is investigating an entry into a world now dominated by young car sharing companies. For Ford this ride-sharing initiative has begun as an experiment – a world away from its headquarters in Detroit.

Ford is testing an app-based car sharing service called “Go!Drive.” It allows consumers in London, for the time being to rent a Ford Fiesta or Focus for $0.25 per minute. The program will be free for the first 2,000 customers. After the free trials the rental fee for the small Ford comes out to $15 per hour. The cost of fuel is included in the charge. Also considered are the costs of insuring the vehicle. The $0.25 per minute rate includes insurance up to $153 dollars (100 pounds.) However, there are other charges of for missing vehicle parts, leaving a mess or leaving the vehicle in a random location.

It’s worth noting that the Ford logo is nowhere to be found on any part of the Go!Drive website. There also isn’t any indication this operation is being conducted by the Ford Motor Company unless one delves into the website terms and conditions.

If this program is successful, that means Ford could implement a similar program in the United States. That’s a big if since Daimler tried a similar program in London and gave up last year due to lack of interest. However, for Ford, if they were to push this Go!Drive program to the USA, it would be another non-dealer option for consumers.

Ford could be using this program as a way for consumers to test out a vehicle that they might want to buy, like Audi is doing right now in San Francisco. The moves on the part of Ford and Audi are part of an appeal to a generation that embraces renting out anything from bedrooms to their personal vehicles.

Speaking on this issue was Ken Washington, Ford’s Vice President of Research and Advanced Engineering, who told Bloomberg in a statement, “People are becoming increasingly open to new means of mobility. Car sharing is proving to be an appealing model.”