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The theoretical paradigm shift towards a service-dominant logic (SDL) shines the light on business models focusing on offering access rather than ownership. The collaborative consumption scheme of car-sharing demonstrates a real-life application benefiting from the changing mobility needs in the developed world. This paper switches the theoretical service-dominant logic view from a developed to a developing country perspective while evaluating whether the business model of truck sharing can contribute to the development of the commercial sector in rural areas. A pilot research project in India provides first insights into user preferences for such a non-ownership mobility service in a subsistence market context, where the informal economy represents an essential source of livelihood. The necessity and possibilities of a shared-use system for small-scale producers in rural livelihoods are empirically evaluated and initial conclusions for automotive manufacturers are provided. Key to improve the living conditions and to ensure a more sustainable development at the base of the pyramid (BoP) seems to be what we name “community-based co-creation of value”.
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