Enjoy Italy

This gets a little complicated, but it deals with transportation in Italy, so hang on.

This gets a little complicated, but it deals with transportation in Italy, so hang on.

There is Enjoy. Enjoy is a service provided by Eni. Eni is an integrated energy company. Enjoy is a car-sharing service. So there’s gasoline and cars.

One of Eni’s partners in this service is Fiat. Gasoline and the provider of cars.

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Another is Trenitalia. Trenitalia is the primary train operator in Italy. So there’s travel by train, then travel post-train trip via a car that’s filled with gas.

Enjoy opened earlier this year in Milan and Rome with a fleet of Fiat 500s. It opened earlier this week in Florence. Again, with 500s.

There are some 185,000 members of Enjoy in Milan and Rome, who accounted for some 1.5-million rentals.

Those who have signed up for Enjoy can either reserve a car online or pick one up that happens to be available on the street. In Florence the Enjoy 500s can be driven in the limited traffic zone in the city center. What’s more, they can be parked in a variety of places, including those that are otherwise reserved for residents. Certainly that will make the Enjoy driver happy. Probably not the residents.

The fees are said to be highly competitive with alternatives, coming in at 25-cents a minute for the first 50 km that the vehicle is in motion, after which there is a 25-cent per kilometer fee added to the time fee. The cost of having a parked Enjoy 500 is 10 cents a minute.

Here’s the thing: Eni is going to sell gas to individuals who own or lease cars as well as to the Enjoy members (the aforementioned fees include insurance, fuel, parking, and maintenance costs). Trenitalia has Enjoy vehicles outside of the main train stations, which means that its customers can have more seamless mobility.

But what about Fiat? If people choose to join Enjoy and not buy a 500, then presumably there are going to be fewer 500s sold then there otherwise might be.

And with the proliferation of car-sharing services around the globe—and certainly not just in Italy—things are going to get a little complicated for all OEMs.