Car subscription service invygo is capitalising on a regional shift towards flexible mobility, achieving double-digit monthly growth across the UAE, Saudi Arabia, and Qatar. In a recent discussion, Saulo Marti, the company’s Director of Growth, explained how the platform is navigating the Middle East’s evolving consumer landscape.
The company’s core mission is to offer a straightforward alternative to traditional car ownership. Through a mobile app, users can subscribe to a vehicle, manage payments, and access support, bundling the major costs of driving into a single monthly fee.
A Localised Growth Strategy
According to Marti, invygo’s expansion has been driven by a tailored approach to each market. The company adapts its marketing and partnership strategies to align with the distinct consumer behaviours and preferences in the UAE, Saudi Arabia, and Qatar. This localisation has been crucial in tapping into a growing demand for convenience and cost-effective transport solutions.
This demand is supported by wider trends, including greater digital adoption and a generational move away from long-term ownership commitments. Marti noted that these societal shifts have created a fertile ground for subscription models, which offer flexibility without the financial burden of a down payment and depreciation associated with buying a car.
Overcoming Market Challenges
Establishing a new model in the GCC has not been without difficulties. Marti identified regulatory complexities and the initial need for market education as significant hurdles. He explained that invygo addressed these by prioritising customer education to build awareness and working diligently to ensure full regulatory compliance in each country of operation.
Strategic partnerships with automotive brands and dealerships have also been central to the company’s model. These collaborations provide invygo with a wide variety of vehicles, catering to different customer needs and price points. In Saudi Arabia, the company has introduced a “Subscribe to Own” programme, which allows customers the option to purchase their vehicle at the end of the subscription period, blending the benefits of access and ownership.
Future Mobility and Customer Focus
Looking ahead, Marti anticipates that technological innovation will continue to shape mobility in the region. He pointed to the increasing relevance of electric vehicles and the continued development of digital platforms as key areas of focus for invygo.
He also stressed that customer feedback is fundamental to the company’s evolution. By listening to user experiences and suggestions, invygo aims to continuously refine its services, improve satisfaction, and solidify its position in the region’s competitive automotive market.