MOOV by Al Futtaim Celebrates One Year of Disrupting Mobility Market and First Ever Hybrid and EV Options
MOOV, a one of its kind, digital car subscription service successfully marks its maiden birth anniversary and throws a grand celebration for disrupting mobility market and registering record growth.
The company witnessed a staggering 49% month-on-month average growth and a 35% ramp up in its fleet. A characteristic feature of MOOV is that its fleet comprises hybrid and electric vehicles instead of solely ICE cars. The phenomenal response received by the brand shows an outright change in the UAE’s consumers to go the digital way, experience new machines from different makes and be willingly bereft of the hurdles of purchasing and maintaining a car.
The subscription options for the available fleet range from a month to 18 months and during this tenure, fee would be charged that would also cover maintenance, insurance and roadside assistance. Company claims that are no latent charges one would have to shell out after subscribing to a car.
The company’s fleet and subscribers grew exponentially with the brand acquiring a whopping 4,000 subscribers across the UAE. They also reveal that their lineup has shown a solid 92% utilisation rate and 25% increase in its hybrid models.
Filling their hearts with hubris for the overwhelming growth and runaway success, the brand hosted a birthday bash christened ‘MOOV’IN ON UP’ FESTIVAL on the 25th November at Address Montgomerie, Emirates Hills that elicited live dais performances, entertainment and even an awards ceremony which recalled key customers who played an instrumental role in this commendable journey.
Katib Belkhodja, Marketing Director Al-Futtaim Automotive said: “We wanted to do something unexpected for our first birthday that would also match our relentless customer focus. Our subscribers come to us because they trust us to provide a flexible, easygoing mobility experience without any hidden charges. Trust in a fully digital product where the only human interaction is when the MOOV person comes to deliver the car at our customer’s doorstep. To celebrate and thank them for this unprecedented trust in our first year of operations, we threw an unforgettable bash that reflects the physical and digital experiences of driving with MOOV: sharing, freedom, and celebration. Subscribers celebrated with amazing stage performances and a light and smoke show, shared delicious food and beverages, and enjoyed connecting and reflecting with one another in a free relaxation zone with bean bags and VR.”
The celebrations also depicted a brand wall that exhibited the fervent year where an enormous number of Emiratis subscribed for a car for one or couple of months. Interestingly, an increasing amount of female subscribers and subscribers between 25 and 34 played an active role in bolstering the venture’s proliferation.
To distinguish itself from rivals and provide a very queer and extremely tantalising proposition to its customers, Moov incorporated Volvo’s performance-focussed electric line of cars, Polestar into its fleet. Polestar is known for its cutting-edge technology, immaculate craftsmanship and surreal performance. Bringing all of this in a package for the customers to taste while they only had to subscribe wholly benefited the brand. They said that most of the customers who opted for their service, subscribed to a car for one or three month tenure options. In it, 25% even accentuated their subscription for a month. This is a conjecture of the high quality and peaceful experience MOOV provides. Some customers even upgraded to more majestic models, while others increased the duration of their subscription reducing the mileage.
Alexander Maas, Managing Director, Al-Futtaim Finance added “We have the unique advantage of being able to constantly diversify our fleet according to customer preference. Subscribers love being able to try different vehicles until they find one they love, and there is a huge demand for more sustainable options. Every one of our hybrid vehicles is now being used, and we’ll be adding more with the Polestar EV joining our fleet this week. Growing our hybrid and EV fleet is a vital part of our growth strategy, which is aligned with the government’s sustainability goals. We’re proud to be driving sustainability in the UAE.”