Norwegian Spotify for electric cars launches the first electric car subscription service in the Netherlands

Norwegian mobility technology company,, announced today that it has launched the first electric car (EV) subscription service in the Netherlands. Subscription terms are flexible and stress-free. Everything is included except the charge.

This news follows the automotive subscription platform’s €16m Series A funding that it raised in January 2021.

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Aim to shape the future of the mobility industry

Founded in 2018 by co-founders Hans Kristian Aas (CEO) and Gunnar Birkenfeldt (CPO), imove enables a company in the automotive, finance, insurance or electricity and telecom sectors to offer car subscriptions as an alternative to car ownership or leasing.

The company believes that everyone should be able to drive stress-free in a clean and livable world. That’s why imove covers tire changes, insurance, maintenance, road tax and other costs that normally come with owning a car. Subscribers are also allowed to switch cars if a different size car better suits their needs.

Some of the features offered by the company include features such as weekend car access, free mileage, home delivery, seasonal tire change at customer’s home, among others.

“Just as Spotify revolutionized the music industry and Netflix the film industry, car subscriptions will revolutionize the car industry. Due to the flexibility, convenience, simplicity and low barrier to entry, the owning a private car is becoming less and less attractive”, concludes Bas Bisschop, Country Manager of imove.

The subscription can also be terminated at any time after the first three-month period. Long-term contracts, as is the case with private leases, are also not a problem for the company.

In addition, reducing CO2 emissions is also an important goal of Hans Kristian Aas. With flexible conditions, he wants to facilitate the switch from petrol and diesel cars to electric vehicles. “Buying or leasing an electric car is a big step for many. A step too big. We are lowering the barriers so that more people start driving electrically and the transition happens faster. We are committed to a healthy living environment,” says Hans Kristian.

Expansion in the Netherlands

imove claims to have been successful in Norway for over three years. It extended its services to Sweden last year. And currently, its joint fleet consists of more than 1500 cars.

Today, the company is rolling out its concept in the Netherlands. Country Manager Bas Bisschop, former Investment Manager at Achmea Innovation Fund, is aiming for 500 active subscribers by the end of this year.

Bisschop says: “We want to make the comfort of the new way of driving better known in the Netherlands. Our (ecosystem) partners play an important role in this. For example, Polestar and Terberg Leasing ensured that we could get off to a flying start by delivering cars. And the new Imove Investor AutoScout24 car subscription marketplace allows us to reach as many potential customers as possible. We are constantly looking for suitable partners with whom we can expand and perfect our offer. »

imove responds to the “ownership-to-use” trend and consciously opts for a fleet of 100% electric cars. The company wants to contribute to the accelerated electrification of the Dutch car fleet.

The future of car subscription

According to McKinsey and Accenture, car subscriptions are gaining momentum and will account for around 20-25% of all newly registered cars by 2025.

imove’s Bas Bisschop has also experienced various mobility trends from his previous roles in venture capital. They come together on Along with transitioning from ownership to use and transitioning to electrification, the company is responding to convenience with all-inclusive subscriptions.

He says, “It becomes illogical to own another car. A car does not increase in value, but depreciates. Why would you want to own this, with all the associated cost, risk and stress? With imove you can choose from the best electric cars and you can switch cars if you want to try something different or, for example, if another car suits your needs better.

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