Private car ownership is on the decline, but car-sharing is — figuratively, at least — putting people back in the driver’s seat. And that means no parking fees, insurance premiums, or fuel costs. European company SHARE NOW formed from the merger of Car2Go and DriveNow. The company sees technology as a means to improve city living. SHARE NOW has thousands of premium brand models — BMW, Citroën, Fiat, Mercedes-Benz, MINI, and smart — in 16 cities in Austria, Denmark, France, Germany, Hungary, Italy, the Netherlands and Spain. The SHARE NOW app allows drivers to make brief bookings for short trips — errands, commuting, or city outings — while long-term rentals for up to 30 days mean the freedom to explore or travel. There are rental rates by the minute, hour, or day, and the company says its services are 70 percent more cost-effective than the taxi option. Users can find a suitable car on the app map and unlock it with a smartphone. The app never sleeps, and clients can skip the waiting lines and paperwork normally associated with car rental. The cars can be picked up in one location and dropped anywhere within the home area. Inter-city travel is possible, but ending your rental is only allowed in the same city where you started the rental. SHARE NOW notes that studies show car-sharing schemes reduce private ownership and traffic congestion, with each shared car taking up to 11 others off the streets. The CFI.co judging panel presents SHARE NOW with the 2021 award for Best Mobility Innovation (Europe).