The new Mobility Division will initially offer short-term rentals of a small fleet of Reveros stationed at luxury hotels in Southern California. Although aimed at the kind of luxury hotels frequented by Karma's discerning customer base, the carsharing model can be expanded to provide other prospective buyers the kind of personal and special VVIP treatment the automaker is known for.
"Karma Mobility Experiences provides our discerning target customers the kind of personalized high-tech luxury experience that makes driving and owning a Revero truly special," said CEO Dr. Lance Zhou. "Shared mobility and related platforms are an important element of our well-funded business plan that will also acquire and develop key technologies important to connectivity, artificial intelligence and electrification."
Karma has partnered with San Francisco-based Ridecell to provide the technology platform that powers the luxury mobility services program. Customers can use a Karma branded Android or iOS app designed by Ridecell to arrange for their short-term rental and access their assigned Revero located at a convenient luxury hotel location.
"Ridecell is excited to be the chosen new mobility platform for the Karma Automotive Mobility Experience Division," said Aarjav Trivedi, CEO of Ridecell. "As Karma Automotive moves into new mobility, Ridecell will provide the platform and market insights necessary to launch a differentiated mobility offering."
The new division will be led by Sean Hazaray, Karma Mobility Program Manager, who explained the team plans to provide a series of products focused on various luxury mobility experiences. For example, beyond the initial luxury hotel activation, Karma's Mobility Reveros could also be used to provide personalized instant test-drives outside of a dealership setting, rides and luxury shuttle services at key corporate marketing activations and for targeted influencers and other stakeholders.
"Our initial station-based fleets will help us build awareness, enhance our brand image and provide the operational experience we'll need prior to expanding into new markets and business models," Hazaray said. "These luxury mobility experiences also provide Karma the opportunities we need to evolve as an automaker and become more prominent among millennial-friendly culture."
SOURCE Karma Automotive
Edited by M. Hunt