Episode Overview:

In this episode of Mobility Redefined, Dr. Kaan Yildizgöz sits down with Roger Vahnberg of Västtrafik to explore how the mobility authority is driving transformative change in the Västra Götaland region of Sweden. From pioneering electrification projects to promoting sustainable supply chains that make a difference, and implementing innovative campaigns, Roger shares valuable insights into the future of public transport.

Key Topics Discussed:

1. Electrification of Bus Fleets:

• Goal: 100% electric city buses by 2030.

• Currently, nearly one-third of Västtrafik’s buses are electric, with 500 electric buses already in operation.

• Challenges for regional buses include limited suppliers and rural power infrastructure.

2. Increasing Ridership Through Behavioural Campaigns:

• Two-week free trials for car users result in 33-50% conversion to public transport within a year.

• Special campaigns for new residents to encourage public transport adoption during life transitions.

3. Addressing Fare Evasion:

• Fare evasion reduced from 10% to 6% through initiatives like plainclothes ticket inspectors.

• Measures include driver-assisted boarding at key stops and media awareness campaigns.

4. Ethical and Sustainable Supply Chains:

• Västtrafik adheres to SMETA and RBA guidelines to ensure supplier compliance with ethical labour practices.

• Regular audits are used to enforce and improve worker conditions.

5. Congestion Charges and Sustainable Urban Design:

• Gothenburg's congestion charges have reduced car traffic and emissions since 2013, while funding public transport improvements.

• Investments include expanding tram and train infrastructure to increase capacity and improve travel times.

00:00 Introduction to Mobility Redefined

00:23 Meet Roger Vahnberg, Deputy CEO of Västtrafik

01:10 Electrification Journey of Västtrafik

06:12 Innovative Campaigns to Boost Ridership

10:40 Contracting Models and Post-Pandemic Adjustments

14:02 Combating Fare Evasion and Ensuring Security

16:50 Sustainable Supply Chain and Ethical Standards

19:48 Challenges and Opportunities in Public Transport

22:36 Future Vision and Goals for Mobility

27:36 The Importance of Congestion Charges

30:36 Conclusion and Final Thoughts

Connect with Us:

Website: https://mobilityredefined.com

LinkedIn: https://www.linkedin.com/company/mobility-redefined/

Mobility Redefined is brought to you by Modaxo https://www.modaxo.com

Host: Dr. Kaan Yildizgoz

Producer: Mike Cartmel

Executive Producer: Darren Turpin

Special thanks to:

Brand design: Tina Olagundoye

Digital Media: Belén Iturrioz Campo

Marketing content and Mobility Redefined newsletter: Mike Cartmel

If you have a question or comment, email us at mike.cartmel@modaxo.com

Disclaimer: The views and opinions expressed in this program are those of the guests, and do not necessarily reflect the views or positions of Modaxo Inc., its affiliates or subsidiaries, or any entities they represent (“Modaxo”). This production belongs to Modaxo, and may contain information that may be subject to trademark, copyright, or other intellectual property rights and restrictions. This production provides general information, and should not be relied on as legal advice or opinion. Modaxo specifically disclaims all warranties, express or implied, and will not be liable for any losses, claims, or damages arising from the use of this presentation, from any material contained in it, or from any action or decision taken in response to it.