Ford's 'GoDrive' pay as you use service

Ford is bringing its car-sharing service GoDrive to London. Using the service Drivers can book and access Ford electric cars with their smartphones and pay per minute for one-way trips t including fuel, insurance and a guaranteed parking space.

Ford  has timed the announcement, perhaps coincidentally with the largest protest by Black Cab drivers in recent memory -- is inviting 2,000 members to register for free for the service, which will offer 50 cars across 20 locations. Ford is hoping to benefit from the trend for increased car sharing.

"As cities become more and more congested, people are becoming increasingly open to new means of mobility, and car sharing is proving to be an appealing model," said Ken Washington, vice president of Ford Research.

Half of Ford's GoRide London fleet are zero-emission Ford Focus Electrics to keep the scheme environmentally friendly. The one fee that customers will pay out for each rides incorporates the London congestion charge. 

According to Ford, car-sharing in the UK is expected to grow by 23 percent between 2013 and 2025. 

Ford is currently offering £20 driving credit to new members who sign up to the program.