Innovation challenge: Latest generation of car owners

A major challenge is to reduce greenhouse gas emissions from mobility. Private cars are responsible for a significant portion of mobility-related greenhouse gas emissions. Instead of replacing all private vehicles with an internal combustion engine (ICE) with electric vehicles (EV), cities are interested in finding alternative solutions for private car ownership. Inspired by generational changes that have occurred in society, such as driving under the influence, wearing seatbelts, and smoking in public, cities want to challenge the market, stakeholders, and citizens by launching this 'Last Generation of Private Car Owners Challenge'.