Customer preferences are shifting away from traditional vehicle financing towards usage-based and multi-modal mobility solutions. Rather than the classic company car being offered as an employee benefit, we expect to see a growing demand for a diverse range of mobility options to accommodate the varying mobility needs of employees. This opens the door to innovation in the form of a flexible Mobility Budget. This transition is driven primarily by four factors:

• Regulations – Tax benefits: Demand for flexible corporate mobility is being driven by tax incentives, stricter CO₂ targets, and new labour laws. In order to meet regulatory requirements, companies are shifting away from traditional car programmes.
• Urbanisation – Changing mobility needs: Restrictions on private cars and increasing congestion are causing employees to shift their demand towards shared and public transport. Employers are adopting flexible mobility solutions, while employees are seeking integrated, multi-modal options.
• CO2 goals – Sustainability driven: To meet ambitious carbon reduction goals, companies are prioritising sustainable mobility. Mobility Budgets encourage the use of eco-friendly transport, while CO₂ tracking tools help to measure and optimise emissions.
• Corporate image – Brand positioning: Mobility Budgets enhance an employer's appeal, particularly among talent focused on sustainability. Leading the way in green mobility not only strengthen a firm's reputation among investors and clients, but also showcases its commitment to innovation and its employees.

Our PoV utilises market insights to provide a quantitative basis for the size and potential of the market, combined with different strategic options for mobility ecosystem players to offer the Mobility Budget to their customers.

Market Sizing

The serviceable addressable market for Mobility Budget is growing rapidly and is estimated to be worth around €58B in the EU5 by 2035. 

Fig. 1 – Estimated Mobility Budget market size in 2035 for EU5 countries (In €B)¹

¹Deloitte Expert Analysis, Worldometers

The Mobility Budget product contains multiple revenue models, including interest revenue, fees (one-time platform, commission and monthly platform fees) and product-related revenue. There is significant potential for players to integrate a variety of services into the product.

Mobility Budget product design

The Mobility Budget can be implemented through a variety of business model archetypes, which mainly differ in terms of how mobility products and services are booked and paid for.

Fig. 2 – Business model archetypes for the Mobility Budget offering¹

¹In addition to these four categories, hybrid models are also available

Experience shows that a flexible, user-friendly, and scalable Mobility Budget product offering a diverse range of mobility options achieves the highest level of customeracceptance.

Go-to-market strategies in the mobility ecosystem

The Mobility Budget will become an integral part of the product portfolio in order to meet customer expectations. Therefore, each player in the mobility ecosystem must carefully define their role, leveraging their core strengths and closing capability gaps. 

Fig. 3 – Qualitative assessment of different players in the mobility ecosystem¹

¹Ratings are categorized as Large, Moderate or Low fit for each player and assessment category

²New market entrants, solely focusing on providing the Mobility Budget product

When assessing market entry, market timing must be considered because early entry secures market dominance, while latecomers risk being overtaken by agile startups. Cost trade-offs must also be considered. In-house development requires significant investment, whereas partnerships offer expertise but also demand an initial investment. Lastly, regulatory risks must be evaluated: internal solutions ensure compliance control, whereas partnerships require additional alignment efforts to align. The three main market-entry strategy options for players in the mobility ecosystem are as follows:

• Delay market-entry: Focus on core businessand accept the risk of missing out on the emerging market opportunity
• Own development: In-house solution with full control over the product design, while covering all development costs and associated risks
• Joint development with partner: Immediate market entry with proof-of-concept solution by partner and accepting upfront costs and potential integration issues

A tailored go-to-market strategy must be developed for each player in the mobility ecosystem, dependingon their individual assessment.

Deloitte has the expertise to guide you through the uncertainties of an evolving market and help you to align your Mobility Budget with your needs:

• Assessment of market and customer dynamics: Guidance on core strategic decisions and customer requirements including marketintelligence, benchmarking analysis and regulatory insights
• Evaluation of strategic options: Support for M&A activities, partnership/JV decisions, target screening and due diligence
• Implementation planning and product design: End-to-end solutions building, implementation and operation

Download the full PoV "Mobility budget. Corporate mobility: from asset to access" here and explore how you can utilise the potentialof the emerging Mobility Budget market.