Unleashing the Power of Car-Subscription: The Path Forward to More Flexible and Connected Mobility

Liran Golan, Head of Future Mobility, Hyundai Motor Europe

In the rapidly changing landscape of mobility, car-subscription stands out as a new and evolving service with a specific focus on our customers and their requirements. At Hyundai, we firmly believe in the potential of car-subscription to accelerate the adoption of electric vehicles (EVs) across Europe. As the head of future mobility at Hyundai Motor Europe, I would like to share my expertise on mobility as a service (MaaS) and the strategies we employ to create a sustainable and user-centric mobility ecosystem.

Our Vision: Subscription Model Business Enables Flexible Ownership

My primary responsibility is to shape and execute Hyundai Motor Europe’s mobility strategy. I work closely with Hyundai’s subsidiaries and stakeholders to develop and implement innovative mobility projects. Drawing on my diverse background in marketing, sales, business development, and finance, I aim to effectively communicate and promote Hyundai’s strategic agenda in the mobility space.

As a starting point, Hyundai looks into its customers’ need for flexibility to assess the different types of schemes that can cater to their current mobility requirements. MaaS is an entire ecosystem that includes car-subscription, car-sharing, ride-hailing, public transportation, transport on-demand, and other models like micro-mobility and autonomous vehicles.

At the moment, we are focusing on car-subscription and car-sharing as mobility solutions, but in the near future, we will evolve to adapt to customers’ changing needs. This might translate into partnerships with other players that will enable us to offer customers the best new solutions for their mobility requirements in the years ahead.

Hyundai recognises car-subscription as a transformative force that fosters sustainable mobility. We offer users a flexible ownership model, allowing them to experience the cutting-edge technology behind our vehicles and familiarise themselves with the entire electrification ecosystem. Through our investment in Mocean, Hyundai’s own car subscription service, we are scaling our car-subscription initiatives across Europe. Mocean is currently operational in the UK and Spain and is set to roll out to other European markets.

Launching and overseeing a subscription model business in the automotive sector requires careful planning and execution. We have found success by building diverse and constant vehicle sourcing schemes, ensuring a seamless online customer journey, making data-driven de-fleeting decisions, utilising the latest marketing tools to keep leads engaged, and prioritising prompt delivery of cars to our customers.

MaaS is the driving force behind a sustainable and user-centric future of transportation. By embracing car-subscription and new, innovative models of MaaS, we are accelerating the adoption of EVs while revolutionising the automotive landscape. With the right strategies and up-and-coming technologies, we can shape a seamless, connected, and eco-friendly mobility ecosystem for everyone.

The Future of the Automotive Sector and Maas Market

As we look to the future, there are several challenges that the European automotive sector and the MaaS market will face in the next five to ten years. One of the foremost challenges is the electrification of vehicles and its impact on the grid infrastructure. We must also navigate the integration of connected smart transportation systems with vehicles, the introduction of autonomous vehicles into existing mobility infrastructure, and the evolving landscape of software-driven and purpose-built vehicles.

To further develop the European automotive and MaaS market, we recognise the significance of emerging technologies. Connectivity plays a vital role, as it enables seamless integration between vehicles and smart transportation systems. AI-based fleet management tools optimise operations; advanced pricing and de-fleeting mechanisms ensure efficient fleet management; and vehicle inspection processes are enhanced through automation. Additionally, AI-powered marketing tools enable us to provide more personalised services to our individual subscribers.

Hyundai wants to extend the value chain of the car, not only by offering various mobility schemes but also by allowing our customers to access additional connected services during their subscription period or while using our vehicles. In-car payment solutions, remote vehicle control, driver behaviour management, and many more connected solutions are constantly being developed and introduced.

These additional features and complementary connected services could further automate and tailor the customer experience in our vehicles. The idea is to provide flexibility in the ownership models and in the experience offered to our customers, who can unlock the features they want via our websites and smartphone app.

At present, our current focus remains on car-related mobility services. Soon, when these are more widely established, we can expand our scope to include autonomous transport solutions, as well as a wider range of other mobility services on our journey to becoming a sustainable mobility service provider.

The automotive industry of the future is set to be an exhilarating journey of electrification, connectivity, and autonomy. As we navigate the challenges of impact on the electrical grid, integration with smart transportation systems, and coexistence with existing mobility infrastructure, we must embrace software-driven vehicles and purpose-built solutions. By harnessing emerging technologies, we can unlock new levels of individualised service and redefine the way we move, turning the automotive industry into a realm of limitless possibilities.

Advice for Aspiring Automotive Professionals

For those seeking a career in the automotive sector, I can offer some valuable advice based on my own experience. It is essential to plan your career growth at least five years ahead, gain experience in multiple areas, understand the current challenges faced by the industry, and actively seek solutions for existing business models. Furthermore, it is crucial to understand the dynamics and key stakeholders of the industry and set practical goals to drive personal and professional growth.