Businesses will be motivated to seize market share by flooding local markets with vehicles, given the winners-take-all dynamic of the networks effect for TaaS fleets (the more vehicles, the better the availability, the more customers) and by the size of the potential market and the existential risk to their existing business. This will ensure vehicle supply meets demand. They will face a competitive market environment where price trends towards cost, meaning consumers benefit as cost savings are passed on in lower prices.

Sarah Golden