The car market is moving from rich countries needing a park renewal to emerging countries accessing individual mobility with cars. Rich markets want safe, functional, sober and cleaner products which are seen as a necessity to access social life especially in the suburban areas. People in emerging countries want access to individual mobility and status with a car they can afford. But everywhere, the car market faces challenges like user costs bound to energy consumption or greenhouse gas emissions, user rights to drive or not in congested city centers. Can the technology answer the challenges for the different types of markets ? How can the car segments evolve ? Will car ownership stay the main way of accessing car mobility ?