"Surely you're taking the car?" says my dad.
"Umm no, we're going by bike."
It's summertime, we're in Delft, the Netherlands, where my dad lives, and we have this conversation every other day: My dad is forever offering us the use of his car. At first we thought he was being very generous. Then we started wondering, why the insistence that we not take the bike, or the train? You'd think that after we'd said No Thanks about two hundred times, he'd get the message. But he persists. And now that we have my aunt's car on loan, he's even offering us the use of her car, which is kinda funny if you think about it.
And that was what finally made me realise: he doesn't offer us the car because he think's it's less tiring than the bike (it is) or cheaper than the train (it is, for a family of four). He wants us to take the car because he thinks it's unseemly for a middle-class family not to move itself by car.
From the time that Henry Ford started making cars affordable (which was only a few years before my dad was born), car ownership has been the aspiration of everyone on the planet. Even if it was the Fiat 500 (tiny at the time it was introduced), you got a car as soon as you could afford it.
But even as millions of people in places like China and India, who are just arriving into the middle class, aspire to car ownership, those who have been in the middle class for a while are starting to look beyond.
[blue lline: new private cars]
[red line: car-share customers]
These people tend to live in high-density places where public transport is good, roads are friendly to pedestrians and cyclists, and where space is scarce. In Germany, for instance, the number of people signed up for car-share programs in a given year will soon be larger than the number of people buying new cars. It helps that the dominant car-share programs are offered by BMW and Daimler.