KITCHENER — He's got the vehicles: A fleet of 10 all-electric Tesla Model X SUVs.
He's got the staff: A team of 18 full-time employees and counting.
Now all Jason Hammond needs are the passengers.
Hammond is the president of Wroute, a new transportation service that's launching between Waterloo Region and Guelph.
Starting Sept. 22, Wroute will offer high-frequency, non-stop trips between the transit hub at Kitchener's Fairview Park mall and the central station in downtown Guelph.
"Waterloo Region and Guelph are so connected socially and economically," Hammond said. "Our transportation infrastructure right now doesn't really reflect that."
For Hammond — a former president of Community CarShare who formally launched Wroute at a Wednesday evening event in Kitchener — his main motivation in starting the company lies in combatting climate change.
"Right now, almost everyone is driving if they're making the trip between Waterloo Region and Guelph," he said. "We want to make being a passenger the right choice for more of them."
Each shared Wroute trip can carry up to six passengers and two bicycles. The all-electric Teslas run emissions-free.
Wroute (pronounced "root") is launching with an ambitious schedule that will see its vehicles departing the two stations every 15 minutes, seven days a week. The service will begin at 5 a.m. on weekdays and 8 a.m. on weekends, winding down at 11 p.m. from Sunday to Thursday, and at 2 a.m. Saturday and Sunday.