GoDrive launched with 100 members and is one of 25 experiments which form the Ford Smart Mobility programme. It aims to offer a solution for on-demand use, by providing cars for one-way journeys with guaranteed parking at the destination, but also generates data about how Londoners travel and park.

Half of the fleet is made up of the Ford Focus Electric, complemented by the Fiesta 1.0 EcoBoost. Users access vehicles via a smartphone app which shows live running costs, inclusive of congestion fees, insurance and fuel. New members will be able to access 50 cars across 20 locations in the capital, usually close to its largest transport hubs.

“As cities become more and more congested, people are becoming increasingly open to new means of mobility, and car sharing is proving to be an appealing model,” said Ken Washington, vice president, Ford Research and Advanced Engineering.

“A crucial part of delivering effective car-sharing services is to learn alongside these drivers what best meets their needs and expectations, and complements their location and existing transportation infrastructure.”