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.
