| |December - January8IN MY OPINIONBy Liran Golan, Head of Future Mobility, Hyundai Motor EuropeUNLEASHING THE POWER OF CAR-SUBSCRIPTION: THE PATH FORWARD TO MORE FLEXIBLE AND CONNECTED MOBILITYI n the rapidly changing landscape of mobility, car-subscription stands out as a new and evolving service with a specific focus on our customers and their requirements. At Hyundai, we firmly believe in the potential of car-subscription to accelerate the adoption of electric vehicles (EVs) across Europe. As the Head of Future Mobility at Hyundai Motor Europe, I would like to share my expertise on Mobility as a Service (MaaS) and the strategies we employ to create a sustainable and user-centric mobility ecosystem.Our vision: subscription model business enables flexible ownershipMy primary responsibility is to shape and execute Hyundai Motor Europe's mobility strategy. I work closely with Hyundai's subsidiaries and stakeholders to develop and implement innovative mobility projects. Drawing on my diverse background in marketing, sales, business development, and finance, I aim to effectively communicate and promote Hyundai's strategic agenda in the mobility space.As a starting point, Hyundai looks into its customers' need for flexibility to assess the different types of schemes that can cater to their current mobility requirements. MaaS is an entire ecosystem that includes car-subscription, car-sharing, ride-hailing, public transportation, transport on-demand, and other models like micro-mobility and autonomous vehicles.At the moment, we are focusing on car-subscription and car-sharing as mobility solutions, but in the near future, we will evolve to adapt to customers' changing needs. This might translate into partnerships with other players that will enable us to offer customers the best new solutions for their mobility requirements in the years ahead.Hyundai recognises car-subscription as a transformative force that fosters sustainable mobility. We offer users a flexible ownership model, allowing them to experience the cutting-edge technology behind our vehicles and familiarise themselves with the entire electrification ecosystem. Through our investment in Mocean, Hyundai's own car subscription service, we are scaling our car-subscription initiatives across Europe. Mocean is currently
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