GoMore, the Danish mobility platform, is shutting down its ridesharing service in Denmark by the end of February 2026 after more than a decade of operation. The company will focus entirely on its private car rental business, as ridesharing now accounts for less than 1% of total revenue and has become financially unsustainable.
The End of an Era for Danish Ridesharing
GoMore announced on Monday morning that it will discontinue its ridesharing service, which originally launched to connect drivers with empty seats to passengers needing transportation. The decision marks the end of a service that once promised a more attractive alternative to buses and trains for Danish travelers.
The company stated that after a strong start more than ten years ago, user numbers have declined significantly in recent years. According to GoMore’s press release, the service is no longer viable despite its initial popularity.
“Unfortunately, it’s no longer sustainable. Going forward, we will exclusively focus on neighbor-to-neighbor car sharing and will no longer offer ridesharing,” the company explained.
From Peak to Decline
The ridesharing service experienced its golden years between 2013 and 2018, when GoMore facilitated over 2 million rides in Denmark. During this period, the platform offered an organized alternative to hitchhiking, allowing drivers to earn money from empty seats while passengers found affordable transportation.
However, multiple factors contributed to the service’s downfall. Market deregulation opened the door for bus companies to offer competitive long-distance prices, capturing significant market share from ridesharing platforms. These companies could undercut the convenience that GoMore once offered.
Then COVID-19 dealt a devastating blow. The pandemic caused a massive drop in passenger numbers that the service never recovered from. Since then, ridesharing has operated at a consistent loss, making it impossible to justify continued investment.
The Business Model That Couldn’t Last
GoMore’s original business idea centered on collecting fees each time the platform successfully matched drivers with passengers. In principle, this created a win-win situation where drivers offset fuel costs and passengers found cheaper travel options than traditional public transportation.
CEO Matias Møl Dalsgaard acknowledged that closing the ridesharing segment was not an easy decision. The service now represents less than 1% of GoMore’s total business, making it impossible to prioritize for growth while still fulfilling the company’s broader mission.
Active Routes Until the End
Despite the impending closure, the platform still lists active rides as of early February 2026. Popular routes include Aarhus to Copenhagen for DKK 125-150, Aalborg to Aarhus for DKK 70-75, and various connections involving cities like Odense, Vejle, and Kolding. Prices range from DKK 30 to DKK 300 depending on distance and time.
Historically, the most popular ridesharing routes reflected demand for inter-city travel: Aarhus-Copenhagen, Aalborg-Copenhagen, Odense-Copenhagen, Esbjerg-Copenhagen, and Aarhus-Kolding. These routes now see heavy competition from buses and trains that can offer comparable or better prices.
Shifting Focus to Car Rental
With ridesharing out of the picture, GoMore will concentrate entirely on its private car rental and leasing services. This segment has proven more profitable and sustainable for the company’s long-term growth strategy.
GoMore operates its car rental and leasing services in Denmark, Spain, Finland, Sweden, Switzerland, and Austria. All rentals include insurance, 24/7 roadside assistance, and flexible kilometer options, making the service attractive for both short-term needs and longer commitments.
The neighbor-to-neighbor car sharing model allows private individuals to rent out their vehicles when not in use. This approach has gained traction as a practical solution for people who need occasional access to a car without the commitment of ownership.
What Made Ridesharing Popular
At its peak, GoMore’s ridesharing service boasted a 98% five-star rating from users. The platform offered mobile verification for safety, options for partial routes, and freedom from platform fees for passengers, who only paid prices set by drivers.
Passengers could join the service for free, making it an accessible option for budget-conscious travelers. The system provided a level of trust and security that traditional hitchhiking never could, with user profiles and ratings helping both drivers and passengers make informed decisions.
Strangely enough, these features weren’t enough to overcome the structural challenges facing the business. The combination of cheaper bus alternatives and pandemic-related behavioral changes proved insurmountable.
A Difficult But Necessary Decision
GoMore acknowledged that insufficient user support made it impossible to maintain a sustainable business model for ridesharing. The company thanked users for embracing what it called a “sympathetic” idea but admitted that the numbers simply didn’t add up anymore.
The closure represents a broader shift in Denmark’s transportation landscape. As buses became more competitive and public transit improved, the niche that ridesharing once filled gradually disappeared. COVID-19 accelerated this trend by fundamentally changing how people think about sharing confined spaces with strangers.
For GoMore, the decision to exit ridesharing allows the company to allocate resources where they can generate actual returns. The private car rental market continues to grow as more people seek flexible alternatives to car ownership, particularly in urban areas where parking and maintenance costs make ownership less attractive.
Sources and References
The Danish Dream: Car Leasing Denmark
The Danish Dream: Best Car Leasing in Denmark for Foreigners
TV2: GoMore dropper samkørsel i Danmark
