This article examines the transformation of marketing strategies in the urban passenger transportation market under the influence of economic crises and the development of the sharing economy. The author argues that sharing services (carsharing and PMDs) are not a technological trend but a marketing response to a fundamental shift in consumer paradigm — from the value of ownership to the value of access. Based on a comparative analysis of traditional and new marketing models, the transformation of the 4P marketing mix is examined in detail: the product evolves into "mobility as a service" (MaaS), pricing becomes dynamic and subscription-based, distribution channels are fully digitalized through mobile applications, and promotion relies on ecosystem integration and gamification. Drawing on statistical data from Russian cities, the study identifies key drivers of sharing services growth under economic turbulence: expenditure rationalization, avoidance of long-term commitments, and high value of time. Special attention is paid to competitive pressure on traditional market players. The conclusion outlines development prospects: deeper integration of services within MaaS, hyper-personalization based on big data, and ecosystem subscriptions as a foundation for long-term loyalty.