An article by Enrico Pascarella, Cooltra, published in the white paper “The Mobility Revolution”.

Cooltra

Cooltra was founded in 2006 in Barcelona as a group committed to transforming cities into more sustainable, safer, and more efficient places.

Over time, it began introducing mobility solutions accessible to everyone, addressing a wide range of needs. It has since become an international leader thanks to the creation of new two-wheeled rental models—sharing and renting—for private individuals, businesses, and public administrations across Europe.

An Integrated Operating Model with a Future-Oriented Vision for Cities

European cities are increasingly at the heart of a profound transformation toward sustainability. In response to the climate emergency and growing pressure on congested urban spaces, mobility is evolving. Private car-based models are gradually giving way to shared, electric, and digital solutions. A new multimodal logic is emerging, where public transport, scooters, and electric bicycles coexist in an integrated ecosystem. Cooltra Italy has positioned itself as a key player in the shift toward softer, multimodal, and integrated mobility. With a fully electric fleet and widespread presence in Italy’s major cities, the company has built a service model that combines technology, sustainability, and dialogue with public authorities.

From Sharing to Multimodality

In recent years, sharing mobility services have rapidly expanded across Europe, supported by public administrations and increasing public awareness of the environmental impact of personal travel.

Electric scooter sharing has carved out a strategic niche in this context: it offers flexibility, adapts to urban needs, and integrates easily with other modes of transport.

Operators’ ability to adapt to local regulations—such as those governing low-emission zones or MaaS (Mobility-as-a-Service) platforms—has made sharing services valuable allies in urban mobility management. Companies like Cooltra, present in multiple Italian cities, have succeeded by offering tailored solutions and collaborating with municipalities to enhance public space usability.

A Sustainable Ecosystem Beyond The Vehicle

Sustainability in mobility extends beyond the electrification of vehicles. A broader vision is emerging, encompassing the entire value chain: from logistics and maintenance to energy management.

A growing trend among operators is the exclusive use of certified renewable energy sources, such as wind and solar, to power their fleets.

Operational models are also evolving in many cities, the vehicles used for technical support or battery swaps are themselves electric.

Cooltra embraces sustainability in all aspects and adopts circular solutions to extend battery life—collaborating with Italian suppliers who regenerate used cells and repurpose them as energy storage units, reducing waste and reliance on critical resources.

Technology Driving Urban Efficiency

Technological innovation is another cornerstone of the new mobility paradigm. Digital platforms enable real-time fleet monitoring, improve vehicle distribution across cities, and support predictive maintenance.

Operators are developing proprietary systems to efficiently coordinate field operations, using mobile apps for on-ground teams and AI-powered support systems.

These tools not only optimize costs and reduce indirect emissions but also enhance service availability—especially during events, strikes, or in high-traffic areas.

Toward More Inclusive and Accessible Mobility

Another emerging trend is the focus on the social sustainability of urban mobility. Flexible pricing models are being tested—such as subscriptions or packages for frequent users—with the goal of making the service more accessible and competitive with private car use.

However, for shared mobility to become a structural option, supportive public policies are essential: dedicated parking spaces, integrated fares with public transport, charging infrastructure, and clear regulations are all key to sustaining this transition.

Looking to the Future

Urban mobility is continuously evolving. New, lighter, and more efficient vehicles are being developed, and pilot projects exploring hybrid sharing models—such as combining scooters and electric bikes—are multiplying.

Some operators are already testing new formats, even in Italian cities, to offer “multi-service” mobility solutions that meet all last-mile travel needs.

Cooltra is actively developing several such solutions. Next year, the company will launch a new scooter model designed in partnership with Italian manufacturers, offering greater range and better suited to the demands of increasingly complex urban mobility.

At the same time, Cooltra is preparing to enter the bike-sharing market, with a pilot scheduled in Turin at the end of the year. The goal is to offer a multi-service system capable of meeting the diverse mobility needs of citizens.

Ultimately, sustainable urban mobility is becoming a strategic lever for improving quality of life. It’s a rapidly evolving sector where innovation, public-private collaboration, and operational sustainability come together to shape the cities of tomorrow.