Promising mobility with a whole new level of flexibility, MOOV by Al-Futtaim has set a major precedent in the car subscription market and going by its first year of business performance results, the company has clearly struck a chord with the UAE’s modern-day digital-savvy customers. The country’s first subscription-based car hire company revealed an extraordinary 49% month-on-month average growth and a 35% increase in fleet at its recent anniversary celebrations. 

A car subscription service of the new era, the success of MOOV is a definitive indication of the growing customer confidence in a fully online product, as well as the rising trend of customers wanting all the perks of driving without the burdens of buying, owning or maintaining a car. 

Customers can subscribe to a car of their choice for as little as one month or as many as 18 months, with insurance, maintenance, and roadside assistance included in the subscription fee. A complete transparent process, where customers pay exactly what is shown without any hidden surprises or added costs, has led to MOOV developing a real trust relationship with its customers. The digital disruptor was also the first car subscription service in the UAE to offer hybrid vehicles as part of the service.

Offering complete freedom, flexibility and peace of mind, MOOV was introduced in November 2021 and has grown exponentially since then, with over 4,000 subscribers across all seven emirates, a 92% utilization rate and a 25% increase in its hybrid models. Never before has an automotive leasing company grown at this rate, clearly reinforcing how Al-Futtaim Automotive’s digital transformation is paying off.

The successful one-year journey of MOOV by Al-Futtaim was celebrated with a birthday bash – MOOV’IN ON UP FESTIVAL on 25th November at Address Montgomerie, Emirates Hills, involving live performances, a wide variety of entertainment and an awards ceremony recognising the key customers sharing this unique 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.”

At the one-year celebrations, a brand wall showcased the exciting journey of MOOV over the last year, which has seen a high penetration of Emiratis subscribing for a month or two when additional family cars are required, as well as an increasing number of female subscribers and subscribers between 25-34. 

To add to the excitement, MOOV announced the introduction of Polestar to the fleet; the Swedish high-performance electric vehicle that has created a worldwide storm with its exciting technologies, curated materials and benchmark-setting performance.

MOOV’s one- and three-month subscriptions see the highest demand, with 25% of customer base extending after experience the flexibility of MOOV for one month. 

Further, the service has seen an increase in changing subscription terms by customers by either increasing duration; decreasing the mileage or upgrading their vehicle as per their requirements.  With MOOV, customers do not have to commit to one vehicle and have the flexibility to switch between models to try different options. 

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 here is 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.”