Generation ETIOCA.
Every generation is shaped by the world it is born into: by wars or by peace, by hunger or by plenty, by the schools it could reach and the chances it was given. We cannot choose the world a child is born into. But we can change what that child grows up with.
Every car on the planet, a group of children behind it.
This is how we see the ETIOCA fleet: not only cars moving people around cities, but cars carrying the future of children everywhere they drive.
Different times, different fates.
Each generation carries the marks of its time: the values it shares, the fears it lives with and the opportunities it was given, or denied.
The Lost Generation
Came of age in the First World War. The first generation ever to be given a name.
The Interbellum Generation
Too young for the first war, too old for the second; grew up between them.
The Greatest Generation
Grew up through the Depression and fought the Second World War.
The Silent Generation
Children of war and scarcity, who lived their lives hoping to have enough.
The Baby Boomers
Born into peace and rebuilding, booming economies and record birth rates.
Generation X
Grew up in the Cold War; went on to reach some of the highest levels of income and education.
The Millennials
Came of age with the internet, financial crisis and the first warnings about climate change.
Generation Z
The first to grow up with a smartphone in their hand; independent and self-reliant.
Generation Alpha
Children of the pandemic and of artificial intelligence, growing up in a world of rising inequality.
Generation ETIOCA
Children supported from their first years to the age of 18 by the cars that move their cities: with school, food and health care, whatever the world around them.
A gap between generations is a gap in chances.
Over time the differences between generations, and between children born in different places, keep growing. Too often we forget what really matters: family, community, a fair chance. We want to act today, so that a new generation grows up with equal and healthy beginnings.
A child born the year our first cars reach the road and supported until 18 will be an adult in 2046.
children planned to be supported once all 27,000 cars of 2028 are on the road.
The first Generation ETIOCA starts with you.
Register today, ride with us when the cars arrive, and tell the people you care about.