The way in which people choose to travel has changed throughout history and adaptations have taken place in order to provide the most convenient, efficient and cost-effective method(s) of transport possible. This research explores two trends—technological and socio-economic change—by discussing the effects of their application in the renewed drive to promote car clubs in Greater London through the introduction of new technologies and innovative ways in which a car can be used and hired, thus helping to generate new insights for car sharing. A mixed methods approach was used, combining secondary data analysis obtained from a car club member survey of 5898 people with in-depth, semi-structured interviews. Our findings show that there is an opportunity to utilise car clubs as a tool for facilitating a step change away from private vehicle ownership in the city. In addition, the results suggest that car club operators are seeking to deliver a mode of transport that is able to compete with private car ownership. In terms of policy implications, such
findings would suggest that compromise is necessary, and an operator/authority partnership would offer the most effective way of delivering car clubs in a manner that benefits all Londoners.