Abstract
This teaching case presents the strategy that Cityscoot undertook to become the leader of the recent market of self-service electric scooters. This case first highlights the environmental concerns of the City of Paris that encouraged the starting up of electric scooters in Paris. It then shows the strategy that Cityscoot has implemented to compete against its main competitor Coup, a subsidiary of the German firm Bosch, as well as an important number of other actors coming from diverse horizons (car manufacturers, renting companies, etc.) who also want to gain shares of this promising market of soft mobility. Finally, in relation to the recent failures of Autolib' and Vélib, the case questions the viability of these new modes of transportation. This case study has been updated in 2020 (Publisher's summary)