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The sign incorporates a new car club logo, designed by London based agency Provokateur, with funds from Transport for London. The sign and logo will form part of a wider marketing strategy for car clubs, to be rolled out across the country in 2008. This marketing work is to be funded by Transport for London but its impact will resonate beyond the capital.

Antonia Roberts, Carplus Co-Director, commented:
"This sign helps to legitimise car clubs as a genuine alternative to the private car. I hope I speak for everyone involved with car clubs when I say how delighted I am that the Department for Transport has approved this new sign for use on car club bays."

All local authorities within the UK will gain the right to use the sign adjacent to bays of accredited car clubs, upon application to the Department for Transport. The purpose of the sign is to help reduce illegal parking by other vehicles and to raise awareness of the car club concept.

Fewer Car Miles Driven
Car clubs result in a reduction in car miles driven, with members walking or cycling more, using public transport more often or simply re-arranging how they make journeys and travelling less. Belonging to a car club makes it easier for residents to meet their transport needs without running their own car, or in some cases without owning a second car. This means people are free to choose the best option for each journey. Research in the UK and overseas has found significant changes in travel behaviour once the link between car use and car ownership is broken. Car club members typically drive less and make more use of public transport, cycling and walking.

Research in Switzerland and Holland suggests that when people join car clubs their mileage drops 68.5% on average.

Cost of Driving
According to the AA's 2007 Cost of Driving report, the average cost of driving a petrol car for 10k miles, including insurance, petrol, depreciation and repairs is in the region of £3707 a year.

The average annual cost for car clubs is more difficult to pin down, but taking the 68.5% mileage reduction into consideration, someone driving 10,000 miles a year would only be driving 3,150 a year after joining a car club.  Most car clubs have an hourly rate of about £5.  Assuming the car club member drives for 1 hour for each working day a year, the cost would be £1,300 a year, saving over £2,000 a year.