Abstract
Shared mobility is being advanced as a novel, technologically sophisticated approach to reducing the environmental impacts of high levels of car ownership. However, communities have long shared modes of transport for reasons other than environmental quality. We describe the shared mobility practices undertaken in a Māori community in the East Cape region of New Zealand. They reveal long-established ways of sharing that are underpinned by, and support, cultural principles. Shared mobility provides an appropriate and comfortable environment for people to share vital and sacred information and to strengthen social bonds. It also reflects the desire of tribal members to retain cultural practices that benefit the collective. The findings make it clear that sharing transport has far more than economic and environmental benefits. We suggest that it is time for the social and cultural benefits of sharing transport to become part of the global narrative on twenty-first-century collaborative consumption.