Trains may be a major ally in our fight against climate change. But in the daily lives of commuters, their fiercest "rivals" are always standing in their way: cars! So, how do you attract and retain increasingly demanding passengers? What means should we employ and what benefits should we promote to encourage users to abandon their cars and take the train instead? Intelligent Transport Systems can provide an answer to these questions, by improving the quality of service and guaranteeing an increasingly pleasant travel experience.