Getaround's Strategic Retreat: US Exit but European Strength

In February 2025, Getaround made headlines with a pivotal move: exiting the United States market entirely while strengthening its operations across Europe, including the UK, France, Germany and Spain. This decision sheds light on the vital role of regional dynamics in shaping the car-sharing and subscription sectors. By comparing Getaround’s challenges in the US with its success in Europe, several important themes emerge centred on regulation, consumer behaviour, cultural trends, and the adaptability of mobility platforms.

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Europe: The Foundation for Sustainable Growth

Getaround’s European network leverages a unique set of conditions driving demand for flexible mobility. Dense urban environments, advanced public transportation, and broad environmental awareness make car-sharing a practical supplement to city life. Consumers in these markets are comfortable combining car-sharing with public transport or other mobility solutions, seeing it as a tool for occasional rather than constant use.

Regulatory frameworks in Europe are typically more consistent and supportive of shared mobility, allowing Getaround and similar services to operate with more predictable costs and processes. Integration across multiple European countries is further supported by the European Union, which provides clearer guidelines and fosters cross-border mobility. As a result, Getaround can efficiently tailor its customer experience while taking advantage of operational synergies within the region.

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Regional Contrast: Why the US Market Fell Short

By contrast, the US market posed persistent challenges. Lower population density, sprawling suburban developments, and deeply entrenched car ownership habits meant the fundamental value proposition of car-sharing was less compelling to American consumers. In many markets, owning a vehicle is seen as a practical necessity and a symbol of independence making car sharing a harder sell and requiring a much greater shift in behaviour.

Fragmented regulatory regimes also created headaches. In the US, rules and requirements vary drastically from state to state, and even city to city, making it difficult to scale or standardise operations. Insurance requirements, parking restrictions, and local opposition to new mobility models sometimes backed by traditional automotive or insurance interests further complicated the landscape.

Additionally, competition from ride-hailing giants and venture-backed players in the US often led to unsustainable industry dynamics, with price wars and escalating customer acquisition costs that undermined long-term profitability.

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Consumer Mindset: Europe’s Lead in Shared Mobility

European consumers have long embraced subscription models and digital services, whether for media, mobility, or everyday essentials. They are generally more open to access-over-ownership approaches, making the leap to car-sharing and subscription vehicles relatively frictionless. Younger generations in cities, in particular, are environmentally conscious, tech-savvy, and less attached to personal vehicle ownership, all of which has made adoption easier and growth more predictable.

Environmental policy also plays a role. With many European cities introducing low-emission zones and policies that penalise car ownership or petrol vehicles, shared mobility platforms gain a further advantage by supporting flexible and sustainable transport.

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Regulatory Environment: Consistency Drives Advantage

A consistent European regulatory environment has been instrumental in Getaround’s regional success. The clear guidance from the EU streamlines compliance, reduces uncertainty, and encourages innovation. In contrast, US regulations are often piecemeal, unpredictable, and can expose platforms to shifting rules and increased costs, making national expansion a serious challenge.

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Technology and User Experience

European markets benefit from robust digital infrastructure, high smartphone penetration, and established contactless payment systems. This digital readiness enables frictionless onboarding, seamless transactions, and reliable verification for car-sharing customers supporting higher adoption and repeat use.

The US, meanwhile, presents more fragmented digital infrastructure and consumer habits, demanding costly adaptations for platform operators to deliver a consistent, intuitive user experience nationwide.

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Competitive Landscape: Europe’s Collaborative Ecosystem

Unlike in the US where aggressive competition and pressure for rapid, venture-driven growth have sometimes undermined sustainability the European market typically supports a greater diversity of providers, including partnerships with automotive manufacturers and public transport operators. This encourages a more balanced, sustainable pace of growth and innovation focused on user needs.

European cities also present enormous opportunities for service integration. Partnerships between car-sharing operators and public transport agencies offer consumers end-to-end mobility solutions, positioning car-sharing as a complement rather than a competitor.

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Financial Climate: Sustainability over Hype

European investors, regulators, and consumers are increasingly focused on sustainable business models rather than unsustainable land grabs. The emphasis is on operational excellence, clear value, and steady growth. Getaround fits well within this ethos, scaling with a focus on profitability, reliability, and customer satisfaction rather than purely on market share.

The US investment landscape, by contrast, has favoured platforms that prioritise rapid expansion and market capture often at the expense of achieving operational profitability or developing loyal user bases.

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Strategic Implications: Focus, Specialisation, and Regional Strength

Getaround’s realignment demonstrates the importance of focusing on markets where consumer behaviour, regulation, and infrastructure best support the core business model. By concentrating on Europe, Getaround achieves the following advantages:

• Operational focus and efficiency in similar markets
• Deeper customer relationships enabled by localised support and integration
• Reduced risk through more predictable regulatory and financial environments
• Synergistic partnerships with OEMs and cities enthusiastic about shared mobility

Future expansion within Europe could include additional markets with similar consumer and regulatory profiles, leveraging existing capabilities. European momentum may also be supported by technological advances such as fleet electrification and integration into broader Mobility-as-a-Service platforms which are highly compatible with user expectations and regulation in this region.

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Lessons for Mobility Industry Stakeholders

Getaround’s pivot highlights several wider lessons for the shared mobility sector:

• One size does not fit all: Regional differences in culture, law, and urban planning shape the viability of shared mobility platforms.
• Long-term sustainability trumps rapid expansion, particularly in markets that value environmental stewardship and reliable service.
• Success depends on aligning business models with supportive infrastructure, attractive regulation, and receptive consumer mindsets.
• Deep local partnerships can solidify market position and help to deliver more refined, resilient services.

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Conclusion

Getaround’s US withdrawal and simultaneous European expansion is a blueprint for adaptation in fast-evolving mobility markets. It underscores the importance of local context, operational focus, and sustainable practices. For mobility providers, this case demonstrates the value of playing to regional strengths: focusing where the conditions are optimal for lasting growth and innovation, and stepping back where market realities make scale and profitability elusive.

In a sector as dynamic as mobility, adaptability isn’t just a strategy; it’s a requirement for survival and success. Getaround’s journey serves as a model for any mobility company seeking to thrive amid the ongoing transformation of how people move, work, and live.

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