The purpose of this paper is to study how smart mobility solutions in rural areas are addressing sustainability in their value propositions. A multi-case study was conducted on four smart mobility projects located in rural areas across Europe. The study evaluates how the value propositions include the dimensions of sustainability. The results show that the value propositions of the projects studied are mostly economic. Social and environmental value propositions are made mainly to end-user customer segments, but not to customer segments that can be regarded as organisational or institutional.