You announced that you will be replacing 1 million cars by 2030. What does that mean?

We commit to replacing 1 million privately owned cars with Whim subscriptions by 2030.

We’ve always said it – we compete with car ownership. Our dream is a world where you don’t need to own a private car to lead a happy and hassle-free life. People need to move around and for this we want to offer a better choice.

Cars are one of the biggest sources of CO2 emissions and privately owned vehicles are one of the biggest expenses for households even if they are used only less than 5% of the time. So it makes sense to look for a better choice.

How do you plan to replace cars?

We strongly believe that if you want to compete with car ownership you need to provide something just as good, or even better. It has to be convenient, cover all of your mobility needs and enable you to go anywhere, anytime, even on a whim.

Our Whim app offers all of your mobility needs in one single app. You can get a monthly subscription or buy single tickets as you go. We are continuously developing Whim so that it would be a true alternative for a private car for ever more people.

How will you measure your progress on the 1 million cars initiative? Will you share information about it?

We will measure the progress by conducting customer surveys. We are committed to develop new methods to track our progress and we will openly communicate our progress every year. We also encourage other MaaS operators to do a similar commitment via our global sustainability initiative.

Are you against all cars?

No. We actually admire cars as an example of wonderful design and engineering. For many, cars still are the only option to cover their necessary transport needs. However, there is no denying that cars have significant negative impacts. That is why we want to develop and offer a better alternative to people. We want to provide them the same level of freedom but more sustainably.

You commit to replacing cars but you still have cars in your subscriptions. Is this not contradicting?

To be able to cover all of people’s mobility needs, any day and at any time, passenger cars will for now have to be part of the mix for many of us. In our business model, we have a built-in internal incentive to have our customers use as much as possible the most sustainable modes; walking, biking and public transport. If one takes a taxi from home to the office, there is a far higher chance of them taking e.g. bus back home. Had they taken the first trip with their own car, they are very likely to also drive it back.

What else is MaaS Global doing to combat climate change?

Together with Positive Impact we have calculated our full carbon footprint for 2019 based on the GHG Protocol. You can find the statement of the calculations here. It is clear that there is always room for improvement. In the process of calculating our 2019 footprint we identified areas where we can further improve our performance. Across all of our operations and Whim app we are committing to:

  • Tracking our performance annually by CO2/turnover, CO2/customer and CO2/ride across the company.
  • Working together with our current and future transport service provider partners to significantly increase low and zero carbon mobility options in Whim.
  • Working towards improving the CO2 data granularity and availability from Whim rides. As we do not operate any of the transport services ourselves, we will work with our partners as well as the industry on the whole to reach this goal.
  • Further improving our purchase processes and policies to fully take into consideration sustainability factors, especially increasing the CO2 data granularity from our suppliers and partners.
What is carbon offsetting?

Carbon offsetting is a way to compensate for emissions by funding an equivalent reduction in carbon emissions elsewhere. Carbon offsets are created through financing activities that reduce or remove carbon emissions expressed as a carbon dioxide equivalent (CO2e) such as renewable energy development or projects that protect or enhance the environment such as forestry.

What is MaaS Global offsetting?

We strongly believe in the principle of avoid and reduce. In our business it is, however, not yet possible to fully avoid all carbon emissions from one’s operations. Therefore, we have opted to offset our full carbon footprint for 2019. This includes our CO2 emissions from MaaS Global’s operations as well as all the rides our customers take by Whim. As the first carbon neutral MaaS operator we are committed to improve our sustainability performance further.

How is MaaS Global offsetting?

Offsetting will be done using BP Target Neutral. Since 2006, BP Target Neutral has helped customers reduce and offset more than six million tonnes of carbon emissions by improving products and services and then offsetting residual emissions by purchasing carbon credits from a portfolio of projects around the world. As well as reducing emissions, these projects also contribute to improving the lives of millions of people through better access to energy, improved household health, education, and jobs. bp Target Neutral is not managed for profit and does not seek to make a return on the purchase and sale of carbon credits. More information available on