Car club development: the role of local champions

This paper considers the importance of local champions for the successful initiation and development of car clubs. The parallels between car club champions and other environmental champions are explored and the roles such individuals have within companies and communities are investigated. The paper highlights how important it is for car club champions to be embedded within the community so that their role as ‘agents of change’ can be maximised. In order to achieve such change champions need to be able to tap into social capital and use and develop social networks within their community. Champions also need to be sensitive to the heterogeneous nature of many communities and should be ready to adjust their message according to their audience. This paper also considers the impact champions have on the characteristics of resulting car clubs and looks at their continuing role once a car club has been established. The policy implications of our findings are then explored.