(Bloomberg) — Ford Motor Co. will start offering Londoners a network of cars to share, rather than buy, in an effort to tap the growing market for on-demand driving.

The automaker's GoDrive offers one-way rides with guaranteed parking. Ford, the U.K.'s best-selling car brand last year, said Tuesday it's expanding beyond a pilot phase to 50 vehicles in 20 London locations.

"People are becoming increasingly open to new means of mobility," Ken Washington, vice president of research and advanced engineering, said in a statement. "Car sharing is proving to be an appealing model."

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