Ford has launched its own car-share program, offering drivers in London, UK, the option to rent a car by the minute with a choice of EV or EcoBoost vehicles. Dubbed Ford GoDrive, the system is part of Ford’s ongoing “global mobility” experiment that also includes autonomous/semi-autonomous vehicles and more, kicking off with fifty cars parked across twenty locations in the UK’s capital city. Bookings are made through a smartphone app, and the car is unlocked using a smart card similar to how Zipcar and similar services operate.

Unlike Zipcar, however, Ford is hoping to explore how timely on-demand car sharing might change the city transit dynamic. Rather than encouraging reservations well in advance of travel, GoDrive is expecting users to simply turn up and access cars when they need them.