Who does carsharing better – OEMs or start-ups?
February 7, 2025
min. read
Who does carsharing better – OEMs or start-ups?
The carsharing industry is at a crossroads. Once hailed as the future of urban mobility, it has seen a mix of success and failure, with some players thriving and others closing shop. So we ask: why do some carsharing ventures fail while others continue to grow? And more importantly, what does it take to run a sustainable and profitable carsharing business in today’s competitive landscape?
Recent developments have been telling. Two OEM-backed carsharing ventures have recently shut down, while independent operators continue to expand, and a new entrant – Kia – has just launched its own service. This article takes you into the challenges, key success factors, and the evolving role of technology in the industry.
OEMs vs. startups: What's the difference?
Before diving into specific cases, it’s important to clarify what OEMs (Original Equipment Manufacturers) are and how they differ from startups. OEMs are traditional car manufacturers – companies like Kia, Volvo, or Ford – that primarily produce and sell vehicles under their brand names. Some OEMs have expanded into mobility services, including carsharing, but often struggle because their main focus remains on car sales.
In contrast, startups and independent operators like GreenMobility are built from the ground up as mobility service providers. They don’t manufacture cars but instead focus entirely on the carsharing experience, optimizing operations, technology, and customer service. This difference in core focus often determines success or failure in the carsharing industry.
OEM carsharing ventures
Automakers have long recognized the potential of carsharing as a way to diversify revenue streams, enhance brand loyalty, and explore new mobility business models. However, history has shown that simply putting cars on the streets and creating an app isn’t enough to make carsharing work.
Several OEM-backed carsharing services have struggled to maintain profitability. Volvo’s Volvo On Demand recently announced its closure as part of a broader strategy to optimize costs. Similarly, SEAT ceased operations at the end of 2024 due to declining demand and rising operational costs (€31 million total losses, with €11 million lost in 2023 alone, against a turnover of €16 million).
The challenges OEMs face in carsharing stem from several factors:
- High operational costs: Fleet management, maintenance, insurance, and parking fees add up quickly.
- Consumer behavior: Unlike leasing, carsharing requires a behavioral shift from users, who must plan trips around vehicle availability.
- Integration challenges: Traditional automakers are structured around car sales, not service-based mobility solutions. This makes it difficult to operate carsharing efficiently.
However, these closures don’t necessarily mean that carsharing itself is an unsustainable model. Instead, they highlight the need for a different approach – one that independent players are executing more effectively.
New entrants and independent operators
While OEM carsharing ventures struggle, independent operators like GreenMobility are experiencing growth. Unlike traditional automakers, these companies are built from the ground up as mobility service providers, allowing them to operate more efficiently.
GreenMobility’s growth can be attributed to:
- A laser focus on carsharing: Unlike OEMs, which juggle multiple business lines, independent companies dedicate their entire strategy to optimizing the carsharing experience.
- Smart cost control: Leveraging technology for fleet management and maintenance allows them to run lean operations.
- Strategic market selection: Choosing the right cities with high demand and favorable regulatory environments plays a huge role in their success.
By leveraging a digital-first approach, these companies are able to optimize vehicle utilization, reduce operational costs, and offer a seamless user experience—something OEMs often struggle to achieve.
Does KIA’s entry in carsharing bring new hopes?
Amidst the shifting landscape, Kia has entered the carsharing market with its new service, Hyr & Dela. Unlike previous OEM carsharing attempts, Kia's model focuses on businesses rather than individual consumers. This service allows companies to rent vehicles on a monthly basis and share them among employees, partners, or customers via a digital platform.
Why does this approach make sense?
- Higher vehicle utilization: By targeting businesses, Kia ensures that its vehicles are in use more frequently than traditional consumer-focused carsharing models.
- Fleet management efficiency: A B2B-focused model allows for easier scheduling, tracking, and maintenance planning.
- Electric vehicle (EV) adoption: Kia’s service aligns with the growing trend of businesses adopting EVs for sustainability goals.
If executed well, Kia’s corporate-focused carsharing model could prove to be a sustainable business approach, avoiding many of the pitfalls that plagued previous OEM carsharing attempts.
5 lessons we have learned from this
So, what can current and future carsharing ventures learn from these experiences?
1. Adaptability is key
Rigid business models and a lack of flexibility are major roadblocks to success. Carsharing services need to be highly adaptable, leveraging data to adjust pricing, fleet locations, and service offerings dynamically.
2. Cost management determines longevity
Carsharing is a capital-intensive business. Operators need to optimize fleet efficiency, reduce downtime, and control maintenance and insurance costs. This is where independent operators often outperform OEMs, as they are more agile in managing expenses.
3. Technology is a game-changer
A carsharing platform is only as good as its technology. Companies partnering with mobility tech providers like ATOM Mobility can benefit from advanced booking systems, automated fleet management, and data-driven decision-making—key elements for a seamless and cost-effective service.
4. Market selection matters
Choosing the right city or region for carsharing is crucial. Factors like public transportation integration, parking regulations, and urban population density can make or break a carsharing business.
5. OEMs need a service-oriented mindset
Carsharing is not just about providing access to vehicles—it’s about service excellence, convenience, and user experience. For OEMs to succeed, they need to rethink their approach and adopt a more customer-centric mindset.
The future of carsharing
The carsharing industry is at an inflection point. While some OEM-backed services have faced hurdles, independent operators like GreenMobility and strategic initiatives like Kia’s Hyr & Dela show that success is still possible with the right approach. The key lies in adaptability, cost control, technology integration, and market focus.
As the industry continues to evolve, Kia’s entry into corporate carsharing is an exciting development. With a smart strategy and strong execution, they have the potential to carve out a successful niche in the market.
We’ll be keeping an eye on Kia’s progress and, in the meantime, wishing them the best of luck in their new venture. Let’s hope they are here to stay!
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Micro-mobility market consolidation heats up: ATOM Mobility acquires ScootAPI
In a significant move signaling further consolidation within the micro-mobility software sector, industry leader ATOM Mobility announced its strategic acquisition of ScootAPI. The deal, finalized on June 1, 2025, strengthens ATOM Mobility's dominant position in the B2B SaaS Micro-Mobility market.
June 16, 2025
min. read
In a significant move signaling further consolidation within the micro-mobility software sector, industry leader ATOM Mobility announced its strategic acquisition of ScootAPI.
The deal, finalized on June 1, 2025, strengthens ATOM Mobility's dominant position in the B2B SaaS Micro-Mobility market. This deal also marks a successful and timely exit for ScootAPI founder, George Kachanouski, who is already channeling his entrepreneurial energy into a new AI Venture in stealth mode for now.
For years, both ATOM Mobility and ScootAPI have been key players, providing essential software solutions for micro-mobility operators worldwide. This acquisition sees ATOM Mobility, led by CEO Arturs Burnins, proactively solidifying its market leadership. The move was driven by a strategic imperative to win the top spot in a competitive landscape by integrating ScootAPI’s valuable assets and client base.
About ATOM Mobility:
Founded in 2018 by Arturs Nikiforovs and CEO Arturs Burnins, ATOM Mobility empowers entrepreneurs to launch and scale mobility platforms worldwide, including vehicle sharing (scooters, bikes, mopeds, cars), digital rental, and ride-hailing businesses. With a suite of products including customizable rider apps, comprehensive dashboards, operator apps, and robust analytics, ATOM Mobility supports over 200 projects and 35,000 vehicles, facilitating over 1,000,000 rides monthly. The company is committed to providing reliable, agile, and well-designed technology with a strong focus on customer revenue growth and system stability, aiming to be the leader in B2B SaaS for micro-mobility.
About ScootAPI:
Founded in 2019 by CEO George Kachanouski, ScootAPI established itself as a significant player in the micro-mobility software space. The company delivered a robust white-label SaaS platform that empowered entrepreneurs and operators worldwide, successfully launching more than 50 distinct micro-mobility projects across diverse international markets. ScootAPI was dedicated to fostering 'smart' city transportation, thereby contributing to reduced CO2 emissions and an improved quality of urban life for communities worldwide.
"This is an acceleration moment for ATOM Mobility and the micro-mobility SaaS market as a whole," said Arturs Burnins, CEO of ATOM Mobility. "Acquiring ScootAPI aligns with our strategy to lead the industry and provide the most comprehensive, reliable, and innovative solutions to operators globally. We're excited to welcome ScootAPI’s clients into the ATOM Mobility platform, further accelerating the growth and efficiency of shared mobility worldwide."
For George, this move wasn't initially on his roadmap. He was invested in ScootAPI's growth. However, the recent explosion in AI technology sparked a new, compelling passion. “Selling ScootAPI wasn't something I was planning to do," George admitted. "We had built a good product, and the journey was far from over in my mind. But then the AI revolution really took off, and I found myself completely captivated by the potential of agentic workflows to automate business processes. The idea of building a new company in the AI space, something potentially even bigger and on a brand new frontier, became incredibly exciting."
As the transition moves ahead, George remains confident that ScootAPI's clients are in good hands. “ATOM Mobility has a clear vision and the technical depth to support operators long-term,” he said. “That was important to me. I didn’t want to hand things over to just anyone – I wanted to be sure the people relying on our platform would still be supported and able to grow.”
The integration of ScootAPI into ATOM Mobility promises a smooth transition for clients, who will now benefit from an expanded suite of features and robust support under the ATOM Mobility umbrella, further streamlining operations for micro-mobility entrepreneurs globally.
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Top mobility conferences to attend this year: Must-see events for 2025
🌍 🚗 Want to stay on top of the latest trends in mobility? Check out the must-attend conferences in 2025! From urban transportation to micromobility, these events offer great networking opportunities and valuable insights into the future of mobility. 👉 ATOM Mobility will be at several events, so make sure to stop by our booth and chat with us!
June 5, 2025
min. read
The mobility industry is rapidly evolving, and staying ahead means connecting with the right people, discovering new technologies, and learning from experts. Conferences are a great way to do just that. Whether you’re a policy maker, an entrepreneur, or a fleet manager, the year ahead is packed with events where you can grow your network and gain valuable insights. Here’s a list of some of the top mobility conferences happening this year that are worth attending!
1. Velo-city 2025
The Velo-city conference is a must for anyone involved in urban transportation. With a focus on cycling and sustainable mobility, Velo-city brings together policy makers, city planners, and transportation experts to discuss how cities can become more bike-friendly and sustainable.
This year, ATOM Mobility will have a booth at the event, so if you’re attending, don’t forget to stop by and chat with our team. It’s a great opportunity to explore how new tech can make urban transportation smarter and more efficient.
Where: Gdansk, Poland
When: 10-13 June
Check it out: https://www.velo-city-conference.com
2. Micromobility Europe 2025
If you’re interested in micromobility – whether it’s e-scooters, bikes, or mopeds – Micromobility Europe is the place to be. This conference is the hub for mobility entrepreneurs, vehicle manufacturers, and operators of sharing services. You’ll hear from innovators in the space, explore the latest products, and attend workshops on everything from regulation to scaling your fleet.
At Micromobility Europe, ATOM Mobility will not only have a booth but our CEO will also be on a panel discussion on day two of the event (“Fleet Tech 2.0: The Tools Powering the Next Generation of Operators”). You can check out the full agenda here. We’d love to meet you, so make sure to stop by and say hi.
Where: Brussels, Belgium
When: 17-18 June
Check it out: https://micromobility.io
3. Gurtam Fleet Management Conference 2025
For fleet managers, car-sharing operators, and telematics professionals, the Gurtam Fleet Management Conference is a key event to attend. This conference focuses on optimizing fleet operations, the latest in vehicle tracking, and telematics technologies. ATOM Mobility will be among the visitors, and we’ll also be presenting on stage, where we’ll discuss some of the latest trends in fleet management and the use of AI ("AI-powered mobility: Vision, Precision, Prediction. A Look into How AI Transforms Fleet Parking Compliance, Vehicle Damage Detection, and Demand Forecasting.").
If you’re in the fleet management space, this is a great event to gather insights and share ideas with like-minded professionals.
Where: Vilnius, Lithuania
When: 10-11 September
Check it out: https://conference.gurtam.com
4. IAA Mobility 2025
One of the biggest mobility events in Europe, IAA Mobility gathers everyone from policymakers to automakers to discuss the future of transportation. With a wide range of topics including light electric vehicles (LEVs), micromobility, public transport, and Mobility as a Service (MaaS), this is a great conference for anyone interested in the broader scope of mobility.
Whether you’re looking to explore the latest in automotive technology or learn about policy changes affecting the mobility industry, IAA Mobility is a must-attend event.
Where: Munich, Germany
When: 9-12 September
Check it out: https://www.iaa-mobility.com/en
5. Mobility Live Saudi 2025
If you’re looking to tap into the growing mobility market in Saudi Arabia and MENA, Mobility Live Saudi is one of the largest events focused on urban transportation in the region. The conference brings together policy makers, car rental entrepreneurs, and mobility infrastructure developers to discuss the latest trends and innovations in connected vehicles, MaaS, and micromobility.
It’s an exciting event to explore the unique challenges and opportunities in the Saudi Arabian market, especially in terms of infrastructure and emerging mobility solutions.
Where: Riyadh, Saudi Arabia
When: 9-21 October
Check it out: https://www.terrapinn.com/exhibition/mobility-live-saudi
Why attend these conferences?
Each of these events offers a unique opportunity to connect with people in the mobility ecosystem. Whether you're looking to learn about new technologies, hear from industry experts, or network with potential partners, attending these conferences can help you stay ahead of the curve.
Plus, many of these events offer in-person interaction, which can be crucial for building strong relationships and fostering meaningful collaborations. From policy changes to new tech, these conferences are where you’ll find the insights that can shape the future of mobility.
Visit us at ATOM Mobility’s booths
If you plan on attending any of these conferences, make sure to stop by ATOM Mobility’s booth. We’ll be happy to talk about how we’re making micromobility, corporate car-sharing and mobility more efficient, sustainable, and accessible. Our team is excited to connect with fellow professionals, share insights, and discuss how we can all contribute to the future of mobility.
See you there!
Driver App demo credentials - Email: test@atom.com, Password: driver
