The European car sharing market is complex, featuring a diverse range of business models implemented on the streets. Operators employ various strategies, such as station-based, peer-to-peer, and free-floating car sharing, to address distinct use cases and offer different services. In addition, the European car sharing market is one of the largest and the most complex in the world. To address and explain some of these complexities, INVERS has published its INVERS Mobility Barometer on “European Car Sharing 2024”. This 70-page report helps car sharing operators to quickly understand key market dynamics, insights, and trends.

Table of Contents

• History of TikTak
• Turkish car sharing market
• Popularity of free-floating in Turkey
• Challenges in Turkish car sharing

What’s the history of TikTak?

TikTak was founded in 2021 to transform urban mobility in Turkey by offering a flexible alternative to car ownership, rentals, and alternative transportation solutions. The idea for TikTak stemmed from my personal observation of this challenge and the opportunity to make transportation more flexible, affordable, and sustainable. From the beginning, our focus was not just on providing cars but on leveraging cutting-edge technology to offer a user-centric, smart, and intuitive platform.

The idea arose from the need for accessible, eco-friendly transport in crowded cities like Istanbul, where daily demand exceeds 16 million trips, 75% of which are by road. With traffic intensity often reaching 70%, commute times can be 6-7 times longer than expected. TikTak started with a small fleet of 300 vehicles and has since grown to over 4,500, making it one of Turkey’s largest car-sharing platforms, with over 2 million registered members. The company has completed more than 11 million rides in key cities like Istanbul, Ankara, and Izmir, driving growth through innovative technology, strategic partnerships, and a strong focus on customer experience. Our journey has been one of continuous innovation and scaling, but the core vision remains the same: to provide an alternative that redefines how people move in cities, driving both convenience and sustainability.

How has the Turkish car sharing market developed in recent years?

The Turkish car-sharing market has grown rapidly due to urbanization, high vehicle costs, and the need for flexible, on-demand mobility solutions. Cities like Istanbul generate 20% of the country’s total mobility demand, making the market ripe for innovation. The market is primarily driven by local players, with international companies observing opportunities for entry. According to a McKinsey study, the total addressable mobility market (TAM) in Turkey is worth around $55 to $65 billion, or roughly 700 to 710 billion passenger kilometers traveled (PMT), with 20% of demand stemming from Istanbul alone.

Key players are expanding the market by introducing innovative services, pilot programs, and growing their fleets to attract new users seeking convenience and affordability. TikTak entered the market to address urban mobility challenges with a cost-effective alternative to car ownership. What sets TikTak apart is our focus on customer experience, scalability, and strategic use of data-driven insights to anticipate and respond to mobility trends, positioning us as leaders in shared mobility in Turkey.

Why has the free-floating car sharing model gained popularity in the Turkish market, and how does TikTak contribute to its growth?

The free-floating car-sharing model has gained traction in Turkey due to its flexibility, allowing users to pick up and drop off cars within designated zones. It’s ideal for urban environments, where car ownership is costly and alternatives are limited. This model appeals to city dwellers seeking short-term, on-demand access to vehicles without the burdens of ownership, like maintenance and parking fees.

TikTak has played a key role in popularizing this model by offering a seamless, tech-driven user experience. From a seamless app interface to real-time vehicle availability and cashless payments, we’ve focused on making car-sharing as convenient as possible. Our fleet’s strategic distribution ensures that users have easy access to vehicles whenever and wherever they need them.

Additionally, TikTak’s diverse service offerings—ranging from short-term, on-demand rentals to pre-booked daily options—give users the flexibility to choose the solution that best fits their needs. Whether it’s a quick errand, a daily commute, or a weekend trip, TikTak provides a practical alternative, making shared mobility not just a backup option but a primary mode of transport for many. Its focus on accessibility, along with a diverse service offering that includes on-demand and pre-booked daily rentals, and a growing fleet across key cities, has driven adoption, making car-sharing a practical alternative for commuting, errands, and leisure.

What are the specific challenges you observe in Turkish car sharing? How can the car sharing industry overcome them?

A key challenge in Turkish car-sharing is limited public awareness. Many potential users are unfamiliar with the benefits, such as flexibility and cost savings. Another major challenge is infrastructure. In densely populated cities like Istanbul, parking availability is a constant struggle. Additionally, regulatory frameworks, including insurance, present obstacles to expansion.

To overcome these challenges, the industry needs to focus on several key strategies:

• Public Education and Awareness: At TikTak, we engage communities through digital outreach, collaborations, and local events to showcase how car-sharing can simplify urban mobility and reduce costs.
• Collaborating with Local Governments for Better Infrastructure: Working closely with local authorities to develop solutions like designated parking zones or incentivizing shared mobility will be essential.
• Enhancing Customer Experience: To grow the user base, the industry must continuously refine the customer experience by leveraging technology and data. Simplifying the process for booking, accessing, and paying for car-sharing services, as well as providing reliable customer support, can build trust and loyalty. At TikTak, we invest heavily in our technology platform, making it seamless and intuitive, while prioritizing customer feedback to meet evolving needs.

By addressing these challenges through education, collaboration, regulatory advocacy, and a relentless focus on user experience, the Turkish car-sharing industry can continue to expand and unlock its full potential.

Further insights into the European car sharing market

Thank you, Ersan, for sharing your expert insights.

For more information and interesting findings about European car sharing, we encourage readers to check out our 70-page INVERS Mobility Barometer on “European Car Sharing 2024” with more expert interviews as well as insights from national car sharing associations. To discover more from TikTak, please visit their website.