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We model the mode choice between three novel emerging transportation services and identify latent market segments not studied yet in the context of shared automated vehicles, including ridesharing, car sharing and automated transit, using a hybrid choice model. We use a discrete distribution to capture taste heterogeneity of distinct latent classes. Latent variables, socio-demographics and travel habits inform latent class assignment estimated simultaneously with a discrete choice kernel. Respondents chose their preferred mode for going to work in a set of stated preference choice tasks, based on the attributes of their current commutes using a Bayesian D-Efficient design. Users were segmented into two latent classes based on latent factors that capture time style orientation and public transit dislike. The effects of seating designation, not modeled previously in this context, trip cost and travel times in a shared ride …