Communication strategy: CityDrive

1.0 Introduction

1.1. Positioning

1.2. Target audience

1.3. Research objective

1.4. Corporate identity

2.0 Communication Channels

2.1 Brand Social Media

2.2 PR Strategies

2.3 Public Sphere

3.0 Theoretical Framework

4.0 Analysis

4.1 Reciprocity

4.2 Proximity / Accessibility

4.3 Protecting the Customer's Interests

4.4 Focus on Mutual Understanding

4.5 The "Any Voice" Principle

5.0 Conclusion & Recommendations

CityDrive is a Russian carsharing service that is part of the Sber ecosystem. The company provides pay-per-minute car rentals through a mobile application. In addition to its core service, the company develops long-term rental ("Na dolgo"), classic car rental ("CityDrive Rent"), and the sale of used cars from its own fleet.

The brand is known for its accessibility across many regions. Their main goal is to stop being just a car rental service and become a digital platform for all drivers.

1.1 Positioning

The brand's key positioning is formulated in its slogan:

This signifies a shift from the role of a simple "machine aggregator" to that of a "partner on the road" and part of Sber's automotive services ecosystem. The brand strives not only to be useful but also to feel like "one of us," sharing the values of freedom, mobility, and pragmatism of urban residents.

1.2 Target audience

CityDrive's target audience consists mostly of men aged 20–30, as well as female drivers and men around 40 years old. Carsharing is mainly used by young people who do not own their own car and use the service for easy transportation. There are also users who use carsharing while staying in another city or because their own car has broken down.

1.3 Research objective

To analyze the communication strategy of the brand "CityDrive" through the lens of Kent and Taylor's dialogic theory, to assess how the brand implements each of the five principles of dialogue (mutuality, propinquity, risk, commitment, and voice), to identify contradictions between the brand's strategic goals and its actual communication practices, and to develop recommendations for improving dialogic interaction with the audience.

1.4 Corporate identity

CityDrive's main color palette is a combination of purple and green — these two colors form the basis of the brand's visual identity, used in the logo, car wraps, app interface, and advertising. Orange is not an official brand color but may appear as a temporary accent in specific creative campaigns or graphic elements (illustrations, dynamic animation), though not in the core identity. Therefore, the primary colors are purple and green, with orange as an additional accent color.

The Citydrive brand engages with its audience through several key channels: social media activity, PR campaigns, and a presence in the public media space. Below, we take a closer look at each of these aspects.

2.1 Brand Social Media

CityDrive maintains an active presence on major social platforms. Its website, for example, explicitly invites users to follow CityDrive’s Telegram and VK (VKontakte) communities for the latest news and promotions. The brand treats social media not just as advertising outlets but as service and media tools. In an eight‑month period, CityDrive’s VK and Telegram channels generated 10.9 million views and supported both marketing and operational goals (high engagement, community support, etc.). Social content is designed to reinforce the “partner on the road” positioning and distinguish CityDrive from competitors by showcasing its new services and features. For instance, posts highlight product expansions such as the long‑term rental “Nadolgo,” the short‑term rental service “Rent,” used‑car sales via “Autotrade,” and other innovations. The social feeds also allow CityDrive to announce city launches or updates (e.g. a new city opening or app feature) and to interact with users directly (handling feedback and support).

2.2 PR Strategies

CityDrive is closely integrated into the Sber ecosystem and actively participates in joint PR initiatives. For example:

· In the summer of 2025, Sber and CityDrive launched a co-branded nationwide advertising campaign titled “More Ways to Get Behind the Wheel,” combining the bank’s car loan products with CityDrive’s short-term and long-term vehicle rental services.

· In November 2025, Sberbank and CityDrive introduced a subsidized car loan program for used vehicles from the carsharing fleet, which received extensive media coverage.

· In February 2022, O2O Holding, a joint venture between VK and Sber, acquired the mobile fueling service Proil to support CityDrive’s operational needs, highlighting the brand’s efforts to strengthen and optimize fleet maintenance services.

In addition, the company independently announces service updates and promotional campaigns through its official website and media channels. For example, CityDrive regularly publishes news updates, such as the launch of chat support on May 14, 2026, and special promotional offers. These activities demonstrate a comprehensive PR strategy aimed at strengthening the brand’s image and expanding its audience.

2.3 Public Sphere

In the public sphere, CityDrive is represented through user reviews and media coverage. The main aspects include:

· User reviews: The service generally receives positive ratings. On the 2GIS platform, CityDrive has an average rating of approximately 4.5★ based on 269 reviews. Users often highlight the convenience of the service and the condition of the vehicles, while the company regularly responds to customer complaints and inquiries.

· Customer support and dialogue: In May 2026, CityDrive launched an in-app support chat and also operates a Telegram support bot. This demonstrates the brand’s commitment to responding quickly to drivers’ issues and maintaining an ongoing dialogue with its audience.

· Media discussion: Critical topics occasionally appear in the media and online communities. For example, in spring 2023, users reported GPS malfunctions in central Moscow, and the company promptly addressed the issue, stating that it was working on a solution.

Overall, CityDrive maintains active communication in the public sphere. The brand is present in both user-generated content and media coverage, monitors customer feedback, and strives to engage in an open dialogue with its audience.

Dialogic theory is suitable for studying the CityDrive brand, as its primary strategic goal is to become not just a rental service, but a "partner for drivers." This directly aligns with the key tenet of Kent and Taylor's theory: effective PR communications are built on dialogue, not monologue. The brand deliberately employs an informal tone, humor, and reactive commentary on social media, allowing for an analysis of how its actual practices align with the five principles of dialogue (reciprocity, accessibility, advocacy, focus on mutual understanding, and consideration of all voices). Furthermore, the presence of both successful examples of feedback implementation and problem areas (template-based support responses, difficulties disputing fines) makes CityDrive a suitable case for a balanced theoretical analysis and subsequent recommendations.