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

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

This news follows the car subscription platform’s €16M Series A funding it raised in January 2021.

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Aiming to shape the future of the mobility industry

Founded in 2018 by co-founders Hans Kristian Aas (CEO) and Gunnar Birkenfeldt (CPO), imove allows a company in automotive, finance, insurance or even electricity and telecoms 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, liveable world. That is why imove takes care of the tire changes, insurance, servicing, road tax and other costs that normally come with car ownership. Subscribers are also allowed to switch cars if a different sized car better suits their needs.

Some of the features that the company offers include features like access to a weekend car, free mileage, home delivery, seasonal tire change at the customer’s home, among others.

“Just as Spotify has revolutionised the music industry and Netflix the film industry, car subscriptions will revolutionise the car industry. Due to the flexibility, comfort, simplicity and low barrier to entry, private car ownership is becoming less and less attractive”, concludes Bas Bisschop, Country Manager of imove.

The subscription can also be cancelled at any time after the first three-month period. Long-term contracts, as is common standard with private leases, are also not an issue for the company.

Besides, 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 EVs. “Buying or leasing an electric car is a big step for many. Too big a step. We are lowering the barriers so that more people start driving electrically and the transition is realised 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 expanded its services to Sweden last year. And currently, its joint fleet consists of more than 1500 cars. 

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

Bisschop says, “We want to make the Netherlands better acquainted with the comfort of the new way of driving. 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 imove investor AutoScout24’s new car subscription marketplace allows us to reach as many potential customers as possible. We are continuously looking for suitable partners with whom we can expand and perfect our proposition.”

imove is responding to the trend ‘from ownership to usageship’ and consciously opts for a fleet consisting of 100 per cent electric cars. The company wants to contribute to the accelerated electrification of the Dutch vehicle fleet.

The future of car subscription

According to McKinsey and Accenture, car subscriptions is gaining momentum and will account for about 20 to 25 per cent of all newly registered cars by 2025. 

imove’s Bas Bisschop also has experienced various mobility trends emerge from previous roles in Venture Capital. They come together at In addition to the transition from ownership to usageship and the transition 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 appreciate in value, but depreciates. Why would you want to own that, with all the associated costs, risks 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 better suits your needs.”

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