The future of mobility is rapidly evolving, and car manufacturers are adapting to the changing landscape. One company at the forefront of this transformation is Hyundai, with its innovative Mocean subscription service. In a recent interview, Yogev Burshtein from Hyundai's Future Mobility team sheds light on their vision, strategy, and the exciting prospects that lie ahead.

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Hyundai is not just content with being a traditional car manufacturer. Instead, they are paving the way for the future as a holistic mobility provider. Yogev explains that this shift aligns with Hyundai's broader strategy, aiming to diversify their offerings beyond the conventional sale of vehicles. As a Mobility-as-a-Service (MaaS) provider, Hyundai is looking at new ways to cater to diverse customer needs.

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At the heart of Hyundai's new approach is their Mocean subscription service. Launched initially in Barcelona and London, Mocean has provided valuable insights into what users want. The focus is on delivering flexibility to customers, ensuring that the subscription model meets the demands of various lifestyles and life stages.

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Yogev highlights how Mocean subscription is not just about providing access to a car; it goes beyond that. The service is designed to accommodate how users prefer to subscribe, access vehicles, and move around. Whether it's a young couple, new parents, or anyone with changing circumstances, Mocean's flexible offerings cater to all.

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Hyundai recognises that subscription-based mobility is still relatively new to many consumers. To address this, they are actively investing in automation and dynamic ads to tailor marketing messages based on individual preferences. Their ultimate goal is to make customers aware of the benefits and value proposition of Mocean subscriptions over traditional car ownership models.

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One key driver enabling this transition is the advancement in technology. Yogev emphasises that the shift from traditional car manufacturing to mobility services has become possible due to the availability of cutting-edge technologies. As technology continues to evolve, Hyundai is uniquely positioned to offer services that were not feasible a decade ago.

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Hyundai's Future Mobility team envisions a future where Mocean becomes a comprehensive multi-modal provider. While the Mocean subscription service is the core step in this direction, they have ambitious plans to expand their offerings across Europe. The company is working on initiatives like car sharing and other mobility services, aiming to consolidate them under the Mocean umbrella.

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Yogev is optimistic about the future of Hyundai's mobility services. He firmly believes that subscription-based models will become more prevalent in the market, with the potential to account for a significant portion of total car sales. By offering tailor-made services and meeting diverse customer needs, Hyundai is confident in their ability to transform the mobility landscape.

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Hyundai's Mocean subscription service is a testament to their commitment to innovation and customer-centricity. Through flexibility, technological advancements, and a clear vision for the future, Hyundai is reshaping the way we perceive mobility. As they continue to expand their footprint across Europe and beyond, Hyundai is setting a new standard for the mobility industry—one that prioritises user convenience, flexibility, and the overall mobility experience. The road ahead for Hyundai's Mocean subscription service looks promising, and it will be fascinating to witness the transformative impact they bring to the world of mobility.