As a person from Europe, in the hometown of DriveNow, which now they are killing to be absorbed by the former car2go, now Sharenow app, I really don't see them succeeding in Europe either. I used DriveNow a lot, mostly because of their packages and the better app and UX, but now that they merged, the prices are insane compared to SixtShare and the usability just seems very bad. It's a shame that before there was more competition (even now in Germany SixtShare seems like the better choice), but now that BMW and Mercedes joined forces, the new prices make the service useless.
I use ShareNow daily, because I enjoy it. They will not last in Europe, deep in the red. Operating costs far exceed what people would be willing to pay for a ride. Essentially you have to provide people with brand new cars all of the time, they have to be clean, filled up and evenly spread throughout the business area.
