Our mission

Generation ETIOCA.

Every generation is shaped by the world it grows up in. We are building one in which every car, every working day, supports children.

I
1901 – 2028

A century of childhoods

Each generation carries the crises of its childhood into adult life: wars, depressions, pandemics. For the first time, a generation can grow up with a different kind of support built into the city around it.

  1. 1901 – 1927Greatest GenerationFirst World War, the Spanish flu, the Great Depression
  2. 1928 – 1945Silent GenerationThe Great Depression, the Second World War
  3. 1946 – 1964Baby BoomersPost-war rebuilding, the Cold War
  4. 1965 – 1980Generation XOil crises, recessions, rising divorce
  5. 1981 – 1996MillennialsThe end of the Cold War, the 2008 financial crisis
  6. 1997 – 2012Generation ZThe financial crisis, smartphones, COVID-19
  7. 2013 – 2025Generation AlphaCOVID-19, the cost-of-living crisis, wars
  8. From 2028Generation ETIOCAChildren supported every month by the cars of their own city
Mark Ishakov on the next generation (1:49, Italian subtitles)
II
The plan

What ETIOCA plans to change

The mission is built into the business model, not added to it. These are plans that depend on the fleet being on the road.

21

children per car, every month

One child in the town where the car works, ten in Sierra Leone and ten in Morocco.

100,000+

driver jobs from 2033

Drivers employed with a guaranteed wage, holiday pay and a pension, in a car they do not have to buy.

1

standard of safety

A separate driver cabin, cameras, an alcohol interlock and step-free access in every car.

III
How it works

From a ride to a child

Every paid ride adds to a children's reserve. The ETIOCA Foundation, to be incorporated before launch, turns that reserve into support for children and families.

  1. 1A passenger takes a ride
  2. 2The car earns from fares, screens and on-board services
  3. 3Part of it goes to the children's reserve
  4. 4The ETIOCA Foundation allocates it
  5. 5Children and families receive support