For one thing, you can't buy a Riversimple car, you can only lease one. You pay around £200 per month and 15p per mile, and that covers everything. The company is therefore incentivised to make the car as economical as possible, and to make it run as long as possible. Instead of owning a car that rusts and depreciates, you lease a transportation service.
The open source aspect of Riversimple means that its vehicles can be adapted and evolved by other people. And, in a further marker of the company's commitment to sharing, it's a limited liability partnership rather than a limited company. And to top it all, the company's leaders are relaxed about the need to make a profit any time soon. What would Henry Ford say?

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