Design and Identities: the case of carsharing

Amongst the collaborative consumptions arising nowadays, sharing is one of the most widespread systems. Sharing traditionally owned objects such as cars has certainly affected the consumer-possessions relationship. This paper shows the role of design in both identity and brand community building, in the context of carsharing. The carsharing system Autolib in Paris is the research field of this paper. Data from the interviews is analysed through a grounded theory method. Consistent, homogenous and peculiar car design helps a personal appropriation of a shared car by its users. In addition some design elements contribute to brand community development, mostly by creating shared rituals.