The article examines the transformation of management approaches of foreign investors in the process of creating a market of services related to the car using. Investment management strategies of foreign players in Russian car rental market in the late 1990’s — early 2000’s were compared with strategies of carsharing and ridesharing companies in the middle of 2010s. The authors also analyze the transformation of value chains and business models in various services for the temporary use cars provision. The main results of the study were obtained by a comparative analysis of the data collected and systematized by the authors on car rental, carsharing and ridesharing services. Based on the research results, the authors confirm their hypothesis that the digitalization of the sphere of car using sharply increased the competition in this market. It largely changed the configuration of the value chains and forced foreign players to fundamentally revise their investment management strategies in the Russian market. They lost the opportunity to form the market, as was in case of car rentals and many other industries in the 1990’s — early 2000’s.