With 8.6 million vehicles in the streets, São Paulo has some of the most intense and chaotic traffic in the world, making urban mobility a central issue for its inhabitants. In recent years, cycling has proved to be an important element in solving this issue, especially with more bicycle paths and population awareness. But the geography is still a challenge for cyclists because at least 30% of the streets in São Paulo have ups and downs, some of them reaching 45-degree inclines.
To help solve this challenge, E-Moving, one of the leading Brazilian companies focused on urban mobility through electric bikes, rolled out the “Steep Discount” project in order to encourage people to use bikes. Using topography information, the company offered large discounts on energy-using bicycles, making it easier to tackle the steepest climbs in the city. The price of the bikes adjusted accordingly—the more challenging the route, the bigger the discounts.
The idea, strategy and execution were created by Tribal São Paulo.