Car subscription service looking to launch in the UK

Dribe, a car subscription service currently operating in Denmark, is aiming to launch in the UK through a partnership with a British car distributor.

The launch of its subscription service in the UK, it says, is in response to a growing demand for flexible car access.

According to a 2022 survey by McKinsey and Company, nearly half of Britons were interested in trying out a car subscription.

The first step in Dribe’s strategy is to enter a franchise agreement with a British car distributor, says the company’s CEO, Jesper Hill-Kjærsgaard.

He explained: “The dynamic urban lifestyles of the British creates a huge market for flexible mobility solutions, and with Dribe’s digital platform, we aim to offer more flexible options for private consumers and businesses through shorter binding periods and faster car access.

“We aim to improve mobility options in the UK in collaboration with a British car distributor, who recognises the benefits of implementing an innovative and scalable digital subscription concept to their existing operations in close collaboration with Dribe.

“To achieve this, we have developed a plug-and-play model that streamlines the management of an extensive car fleet while facilitating a subscription-based business model with minimal manual intervention and optimal resource allocation.

“This approach offers a cost-effective way for a franchisee to launch a subscription business without having to embark on development from scratch.”

Danish Dribe’s rollout strategy in the British market is closely connected to its overall European expansion strategy.

Dribe recently initiated their internationalisation with the Greek car distributor Kosmocar, who are the first outside of Denmark to launch Dribe’s concept and digital platform.

Dribe is owned by Semler Group, one of the biggest players in the Danish automotive industry. According to Ulrik Drejsig, CEO of Semler Group, the new franchise agreement marks an important milestone.

“During our century-long history, our company has experienced first-hand the constant change that occurs in the auto business,” he said.

“We have invested in Dribe’s car subscription model to embrace a relational business method. Now, five years into our journey, we are taking the first important step into the European market, and we are proud to have Kosmocar by our side.”

He added: “We hope to build a similarly strong relationship with a British franchise partner, who shares our passion for meeting their customer’s needs for quick, simple, and flexible car access.”