Innovation in mobility is proceeding at fast pace, the future disrupting technologies ranging from automation and connectivity to micro-mobility and electric propulsion. This research effort is justified by the impressive array of challenges that urban centres will face in the following decades, such as ageing population, urbanization and pollution. It is therefore understandable why the concept of Smart City is being researched and the major cities around the world are already carrying out trials for Smart Mobility Solutions. Still this trend, as many others, is not evenly spread but follows the urban/rural divide characterizing many of the current socio-economical phenomena. This paper, following the principles of responsible innovation, tries to build the case for a renewed research effort about smart mobility in low density areas. This is accomplished by presenting the results of a wide surveying effort across Estonian municipalities, focusing on the outputs from rural and small suburban centres. The results report what are the main mobility challenges across the region and what hindering factors are preventing envisioned solutions. Finally, the paper ties the identified mobility challenges to available Smart Mobility Solutions that arose from the surveying activity and from literature, assessing both feasibility and transferability.