The last decade has brought on a revolution in the private automotive sector, whereby more and more locationbased information has become available. All these big data sets open up a huge potential for advanced data mining and enrichment activities. Based on mobility data stemming from a large private vehicle fleet (300 users, 60 car types, 20 second GPS traces, 9 months, over 110,000 recorded trips), we assessed the modal shift potential by coupling these data with available public

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... n data in the region around Brussels, Belgium. Our results indicate that less than 8% of all trips have a suitable public transport alternative. We furthermore concluded that the potential CO 2 reduction in city centres is very limited, and by itself not enough to reach either of the presented CO 2 reduction targets. In contrast, there is a high potential on motorways as the majority of kilometres were driven there. Public transportation in itself has great difficulty in reaching the emission reduction targets. Finally, there are future business opportunities for the automotive sector in order to remain competitive by having a relevant and realistic outlook on the future mobility market.