Bluemove

Bluemove, founded in 2011 by Gabriel Herrero-Beaumont, Alejandro de Leon, and Jorge Gonzalez-Iglesias, established itself as a key car-sharing operator in Spain. The company provided a flexible alternative to traditional car ownership and rentals, allowing users to book vehicles for short periods, typically by the hour, through a dedicated application. This pay-per-use model catered to both individuals and companies, aiming to offer a more sustainable and cost-effective urban mobility solution, particularly for those driving less than 15,000 kilometers annually.

The service operated by stationing a fleet of vehicles in designated parking spots across major Spanish cities. Users could locate and access a car 24/7 using the app. Bluemove's strategy focused on reducing urban congestion and pollution, with company data suggesting that each shared car could replace between 13 and 17 private vehicles. The business grew steadily, and by 2013, it acquired the Seville-based company Cochele to expand its presence in the Andalusian capital. At its peak, the platform served a substantial community of registered users.

A significant milestone occurred in June 2016 when Europcar Group, a major player in the vehicle rental market, acquired Bluemove through its mobility subsidiary, Ubeeqo. This acquisition was a strategic move for Europcar to bolster its position in the urban mobility sector and accelerate the growth of its car-sharing services across Europe. Following the acquisition, Bluemove continued its expansion, launching its service in Barcelona. The company operated in Madrid, Seville, and Malaga prior to the acquisition, with plans to also launch in Valencia.

Keywords: Bluemove, car-sharing, urban mobility, Europcar, Ubeeqo, pay-per-use, vehicle rental, shared mobility, Spain, Madrid, Barcelona, Seville, sustainable transport, mobility as a service, Alejandro de Leon, Gabriel Herrero-Beaumont, Jorge Gonzalez-Iglesias, Cochele acquisition