Kia has launched a car usership service called KiaMobility, which allows customers to rent vehicles from dealers for single day, up to a whole year.
Initially, the service will be piloted at 16 dealerships in Italy and Russia, with plans next year to expand across Europe and other regions such as Africa, Asia, Latin America, and the Middle East.
The company has developed its own fleet management platform for the mobility service, with customers able to reserve vehicles of their choice, pay via a mobile app, and visit the dealer for pick-up and drop-off of the vehicles, which have been sanitised to ensure safety.
The new service is part of Kia’s ‘Plan S’ strategy, announced in January, to become a provider of “personalised, customer-centric and sustainable mobility services”.
In August, the company also announced plans to expand partnerships with global mobility companies.
In Korea, Kia operates the ‘Kia Flex’ vehicle subscription program, with a fleet of up to 200 vehicles available for use.
In Europe, the company established ‘WiBLE’ car sharing service in 2018 to enable users to rent and return vehicles at designated locations with its ‘free-floating’ system.
Kia also provided 200 e-Niros to car-hailing firm Lyft in North America last year, and the company partnered with companies such as Grab, Ola, and Revv to prepare for changes in the mobility service domain in emerging markets.