For all the theoretical benefits of shared mobility, a transition away from private ownership raises some worrying questions for automakers. These players have had the run of the mill in the industry for decades, with their dominance built on the idea that the most convenient way to get anywhere would be through a private vehicle. That status quo has allowed automakers to retain customers partially via nurturing a brand identity. In a world where commuters do not own a vehicle, however, instilling that identity is tricky.
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