Pehr Oscarson on the Mobility Barometer in Dagens Industri: “The simple explanation is the economic climate”

In May, MEKO published the second edition of the Mobility Barometer. More than 4,000 people across Sweden, Norway, Denmark, and Finland responded to questions about their transportation habits, making it the most comprehensive survey of its kind in the Nordics.

A few notable conclusions and trends were identified:

• The car retains its position as the preferred means of transport. However, due to geopolitical unrest and escalating energy costs, people are driving less than before, particularly in Sweden. Rising electricity costs have also dampened the demand for EVs
• Only 5 percent of respondents cited the environment as the most significant factor when buying a car.
• About 40 per cent of respondents expressed disapproval of car manufacturers' integrations of subscription systems in their increased focus on software products and offerings.

Following the release of the Mobility Barometer 2023, Pehr Oscarson was interviewed in Dagens Industri (DI), the leading financial broadsheet in Sweden.

Brief excerpt of the interview:

"For leisure and personal reasons, driving has decreased, but for work, it has increased. There's less driving on weekends and more on weekdays. The simple explanation is the economic climate – high prices and tighter household budgets," said Pehr.

The DI article references the Mobility Barometer, outlining the factors that dictate people’s transportation choices. Accessibility, comfort, and cost were the primary determinants in Sweden, Denmark, and Norway. In contrast, Finland prioritised speed above everything else.

The survey, also, reaffirms established preconceptions of the Nordic countries. (1) the bicycle is the most popular mode of transportation in Denmark, (2) Norwegians are more positive towards EVs than their neighbours, and (3) Finland is considerably more skeptical of EVs.

The article delves into the digital transformation of the industry and the growing prevalence of software and subscription services offered by manufacturers.

It’s rooted in the belief that people will have to pay less for the car and then more for the services and applications that they use. But I don’t think that will work, said Pehr Oscarson.