New Mobility: A Citizen-Centric Transformation in the Metropolitan Region of Goiânia, Brazil
Guided by user research that stated profound dissatisfaction, we launched a systemic transformation. Now, Goiânia is Brazil’s only metropolitan area to surpass pre-pandemic ridership. It has built a more dignified experience, proving citizen-centric focus drives the use of public transportation.
About this Project
Qualitative research confirmed our challenge: users felt abandoned. They cited long waits, overcrowding, insecurity, and decaying infrastructure as key barriers. Our solution, «New Mobility,» is a direct response.
Public subsidies were implemented. We invested €370M to rebuild the customer experience from the ground up. This included a full fleet renewal (1,500 new buses), rebuilding of terminals and stations with an airport-style design for comfort, and deploying 6,560 cameras for security.
We launched the BRT system with 50 stations, cleared arterial roads and used our «Metronization» program to give buses priority, slashing journey times. An operational plan to improve service level.
Every action was designed to solve a specific user complaint and restore dignity to public transport.
Key Highlights
Our excellence stems from a user systemic approach. Instead of isolated actions, we integrated public transport, traffic management, and active mobility.
Innovation highlights:
- User-Driven Strategy: Every investment was guided by qualitative research, ensuring solutions addressed real customer pain points;
- Metronization: Applying rail-based logic to bus operations, we synchronized traffic lights and A.I. to deliver «green lights» for BRTs, a unique approach that boosted speed by 34%;
- Affordability as a Tool for Modal Shift: A shared subsidy model froze fares for over 7 years (€0.69), making the improved system a viable alternative to cars;
- Holistic Experience Design: We elevated the entire journey: new bus stops, stations and airport-style terminals and renewed sustainable fleet.
Facts & Figures
- Passenger numbers grew by 11.2% from 2023 to 11.7 million/month (2025), making us the only region in Brazil to surpass pre-pandemic levels.
- Travel speed has increased by 31% on the main corridors, and BRT traffic light stops have been reduced by 90%.
- The average fleet age will fall to 1 year by 2026, reducing CO₂ emissions by 53%.
- User satisfaction with the new fleet, terminals, stations, and bus stops is already at 81%.
- The project directly benefits 900,000 citizens and indirectly 2.7 million.
