(Semi)-rural areas are often excluded from new or green mobility initiatives like car and bike sharing, Uber and large scale 0-emissions transport. Long distances and too few users make these too costly or simply not feasible, so many people use cars. Those who cannot afford/use cars are less likely to get a job or will leave to go to cities. This results in a vicious circle making these areas less attractive for business, or partnerships with big companies from the transport sector. Local authorities in turn often struggle in finding the capacity in staff and financing for green and flexible solutions, which remain heavily subsidised and are not always efficient: an empty electric bus does not reduce overall emissions, and the users’ needs are still not answered.