Car Freedom

An innovative mobility service for the over 60’s

The Car Freedom concept was originally developed in response to a Design Council competition which appealed to business to put forward ideas as to how everyday technology could be used to keep elderly people connected.

The ESP Group co-designed this service, which takes a Mobility as a Service (MaaS) approach to delivery. It is a service for people who want to travel easily, with or without their car. It gives individuals an insight into how their mobility can be made better; helps to manage the upheaval of retiring from driving; and ensures people are making the most of the liberty of free concessionary bus travel and generous offers from many transport operators.

driving licence


There are 14 million over 60s in the UK. This is a period in our lives when a variety of mobility transitions happen, as demonstrated by the tens of thousands of individuals aged over 65 who give up driving each year.

Portrait of a senior adult man


A successful trial of Car Freedom with 100 over 60s was undertaken in the West Midlands with the support of Transport for the West Midlands (TfWM). Participants gained access to the Car Freedom website and could speak to trained advisors with any query about transport and travel. A series of events were also hosted to allow members to come together, discuss their transport challenges and give feedback on the Car Freedom service.

car freedom card


The main elements of the service are: a website including a Members Forum, Videos and Travellers’ Journals; a Helpline offering personalised support; a ‘Mobility Matching Tool’; negotiated offers and deals; and a smart membership card to provide access to Car Freedom and partners’ services.

car freedom man 1

What the participants had to say

Currently, the service is in a period of refinement during which we are advancing elements based on the feedback received during the trial. Planning for a wider launch is underway.

Some feedback we received:

“Car Freedom is important for people to be aware of because you help them understand that their car is an option and not an absolute necessity”

“Car Freedom has brought things to my attention that I hadn’t really thought about”

“The best thing about Car Freedom are the opportunities we have had to meet other people who are trying to get the best out of public transport and it has made me think about different ways of doing things”


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