INTERVIEW    Mathias Heegaard, CEO of :Dribe

:Dribe, born in Denmark as a digital-based service, provides an evolving and scalable plug-and-play vehicle subscription solution tailored to user experience and customer data. Now, :Dribe is expanding globally and sees significant potential in the Korean market. We spoke with Matthias Higaard, CEO of :Dribe.

written by Sang Min Han _han@autoelectronics.co.kr

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How does :Dribe's business model differentiate itself from traditional car ownership, leasing models, and typical subscription services? In Korea, OEMs and rental car companies have already introduced subscription services. How does Dribe enhance customer experience, particularly in vehicle selection and switching? How does Dribe handle additional services like vehicle maintenance and insurance?

Heegaard        At :Dribe, the user has access to a vehicle that feels like and provides the freedom similar to having their own - the key difference is that :Dribe takes care of everything else. From maintenance to insurance, everything is included in the monthly price, eliminating many of the unforeseen expenses that come with traditional car ownership. Additionally, we remove the risk of “buyer’s remorse.” With purchased or leased vehicles, there’s little flexibility to change your mind. But with :Dribe, users have the freedom to adjust their subscription as their needs evolve - whether that means adding extras, changing mileage packages, or switching to a different vehicle type.

Our solution stands out in several ways, especially with our steering platform. While the end-user product is top-tier, we've also developed a 360-degree solution for our franchisees that’s quick and easy to implement. With most processes automated - such as invoicing, inspections, and customer communication - our franchisees can scale their operations without needing to hire additional resources. Many similar subscription services have failed due to the high-volume manual tasks, but with :Dribe these tasks happen automatically, saving time and resources for franchisees.

In response to customer demand, we’ve evolved our product to suit a wide range of use cases. We’ve recently introduced longer commitment periods (6 and 12 months commitment), which allow us to compete with traditional leasing options while maintaining the same digital experience, no down payment, and everything included in the price. Our platform also allows users to book vehicles on a day-to-day basis, entering the rental space as well.
By offering a fully digital customer experience, we empower users to manage their subscriptions independently, from booking and picking up to dropping off their vehicles and managing their plan on the go - all without requiring any human interaction.




:Dribe automates most processes, including invoicing, vehicle inspections, and customer communication, allowing operations to scale without the need for additional personnel. While many traditional subscription services have failed due to operational inefficiencies caused by manual tasks, :Dribe automates these processes, saving time and resources for franchisees. Additionally, it continuously evolves its product to meet customer needs and accommodate various use cases.



Can you briefly introduce :Dribe? It doesn’t seem to be just another startup. Could you also share the story behind its founding?
Heegaard        :Dribe is a subscription based digital platform and concept. The concept was founded in 2017 by Semler Gruppen, Denmark’s largest car importer with over 100 years of experience in the automotive industry and more than 3000 employees today. Recognizing the significant shifts in the industry - such as EV adoption, new regulations, and changing consumer behavior - Semler Gruppen saw the need to innovate. Among several initiatives, :Dribe was created as a subscription-based mobility service designed to embrace these trends rather than resist them. With a strong technical foundation, a fully digital customer experience, and a user-first approach, :Dribe is now shaping the future of mobility - on the consumer’s terms.

Over a year ago, we transitioned to a new structure - a franchise organization. We recognized that the platform and concept we had built could offer significant value to automotive dealers worldwide, who were looking to expand their portfolio to subscription without the high cost of developing a solution from scratch. Our first international franchisee is Kosmocar SA in Greece, who launched :Dribe in Athens in 2024. To learn more about this partnership, you can read the full case study here: https://www.dribe.io/case-study/


What are the key drivers behind the shift from traditional car ownership to a subscription-based model? How is the market situation in Denmark?
Heegaard        The shift from traditional car ownership to a subscription-based model is driven by changing consumer preferences, financial flexibility, and evolving mobility trends. Consumers today prioritize convenience and flexibility, seeking access to a car without the long-term commitment of ownership. Subscription models bundle costs like insurance and maintenance into a predictable monthly fee, making them more accessible. Additionally, urbanization plays a key role - drivers in urban areas often face high parking costs, limited space, and evolving transportation habits, making car subscriptions an attractive alternative. The rise of EVs and sustainability awareness reinforce this shift even further, as users prefer access to greener vehicles without the risk of long-term depreciation.

While Denmark was our starting point, we built our platform with scalability in mind from day one, recognizing that the potential for subscription extends far beyond Denmark’s borders. The expertise we’ve gained from this enables us to offer a solution that is both digitally advanced and operationally efficient. Our focus is now a 100% on building our software and concept, and therefore our solution is set for global expansion, reinforced by the strong interest and ongoing discussions we’re having with automotive players worldwide.


Who are :Dribe's primary target customers, and which sector is currently generating the highest demand? Also, how much do you know about the car subscription market in Korea from a demand perspective?
Heegaard        Subscription appeals to a wide range of segments, but our primary target group is often based in larger cities. This group typically includes individuals aged 30-50, with households that have strong financial stability, a high level of education, and often children. Moreover, it is estimated that there is great potential in the concept for the B2B market, which is currently increasing its uptake significantly in the Greek market. Typically, we’ll see the SMC segment committing to the :Dribe-concept with a portfolio of up to 75 cars.
The demand for subscription in Korea is increasing and this goes hand in hand with the same factors as we have witnessed in Denmark and Greece as well as many other places. Moreover, the global market for subscription was valued at $5.5 billion in 2024 and is projected to grow to $9.2 billion in 2024, eventually reaching $791.0 billion by 2032 - this is a testament to the increasing interest and demand for flexible mobility solutions. (https://www.fortunebusinessinsights.com/vehicle-subscription-market-105836)




:Dribe enables OEMs, leasing, and rental companies to implement a digital and scalable subscription service in just a few months.



What benefits does :Dribe offer to OEMs and rental companies? What is your strategy in terms of collaboration and competition with these players?
Heegaard        :Dribe enables OEMs, leasing and rental companies to expand their portfolio with a digital and scalable subscription service in just a matter of months. With over seven years of operational experience in Denmark - and backed by more than 100 years of automotive expertise from our owner, Semler Gruppen - :Dribe combines deep industry knowledge with hands-on experience in running a successful subscription business.

We’ve refined our solution to deliver value not only to end users but also to our franchisees, ensuring a quick and seamless implementation process. Developing a platform as complex and comprehensive as ours takes years, and as competition in the automotive space intensifies, staying ahead of the curve is more important than ever. With many industry players preparing for the shift towards flexible mobility, :Dribe offers a crucial competitive advantage to move faster and lead the market. We provide all the necessary tools, while our franchisees - the experts in their own markets - are responsible for implementing and operating the solution.


What role does data and AI play in :Dribe's subscription model? What are the key aspects?
Heegaard        We are digitally born, and data is one of the most important building blocks of the solution we provide - we strive to stay in sync with our customers and their needs, making data a crucial component. One example is driving patterns. Our app allows users to adjust their mileage package monthly because we believe that driving needs change - and their subscription should too. To enhance the user experience, we proactively notify customers if they exceed or fall below their purchased mileage package, providing personal recommendations based on their driving patterns. This helps them avoid unnecessary overage costs or unused mileage. 

Beyond the customer experience, data also empowers our franchisees. With Business Intelligence dashboards, they gain real-time insights into user behavior, vehicle usage, and subscription trends. Whether it's churn risk, booking patterns, or vehicle replacements, our franchisees can take a proactive approach to optimize their operations and address potential challenges before they arise.
At :Dribe, digital innovation has a natural role in our development. We’ve introduced several AI-driven features, with one of the most impactful being our "Suggested Rides" feature. By delivering intelligent recommendations at the right moments in the customer journey, we have successfully increased retention  - especially in high-risk churn scenarios.

By continuously leveraging data and AI, we refine our services to offer a more personalized and seamless mobility experience, ensuring that both our customers and franchisees benefit from smarter, data-driven decision-making - and we’ll continue to do this in the years to come.


How do you see the car subscription market evolving over the next 5 - 10 years? What are the advantages and limitations of subscription services in the automotive industry?
Heegaard        We expect the car subscription market to evolve significantly over the next 5 - 10 years. OEMs and mobility providers will likely expand their offerings, integrating personalization and flexible vehicle options. The category is still in the process of establishing itself, which is why we continuously refine our product - for example, by offering longer commitment periods or shorter rental terms.

Subscription services offer a new revenue stream, stronger customer retention, and a data-driven approach to fleet optimization. They also provide OEMs and mobility providers with a scalable model that adapts to changing consumer behaviors and expands their portfolio to target new segments of users. However, challenges remain, particularly in gaining consumer trust. Despite this, subscription services are set to become an integral part of the mobility landscape.





Regarding EV adoption, subscription services can play a crucial role in helping consumers experience EVs without financial commitment. Users can try an EV before making a full purchase and flexibly switch vehicles based on seasonal or mileage needs. :Dribe also closely monitors developments in the autonomous vehicle market through its sister company, Holo.



In which markets are :Dribe currently operating, and what are your future expansion plans?
Heegaard        Currently, :Dribe operates in Greece under our franchisee Kosmocar SA. We launched :Dribe Greece in the spring of 2024, which has been a great success, with strong customer response and traction across both our B2C and B2B offerings.
South Korea is one of the key markets where we see major potential for collaboration and franchising opportunities. The market is ready, the automotive players are ready, and with a plug-and-play platform like ours, the path forward is clear. Moreover, our focus is mainly on markets in Europe, the Middle East, and other parts of Asia. However, we are continuously exploring potential opportunities with automotive players from all around the globe.


How do you expect the rise of autonomous vehicles and the expansion of EV adoption to impact :Dribe’s business strategy? Do you see potential collaborations with new mobility service companies?
Heegaard        With the flexibility of our platform, our franchisees are in control of their own fleet and the vehicles they want to provide on subscription combining both EV’s and conventional . Particularly regarding EV adoption, subscription is an enabler that can significantly enhance the adoption process, as it allows users to “dip their toes” and try an EV without committing to one. Moreover, it allows flexibility for users who want to drive an EV for most of the year but prefer a conventional vehicle, for instance for the summer months where longer trips might occur more often than throughout the rest of the year. 
As we continue to expand, we recognize the potential impact of autonomous vehicles and the growing adoption of EVs. Our sister company, Holo, is already a leader in autonomous vehicle implementation in the Nordics, and we’re closely monitoring how these developments could influence the future of mobility. While they may not be a central focus for us right now, we’re open to exploring how these technologies could complement our business strategy in the long run.


Lastly, do you have a message for potential customers in Korea?
Heegaard        We're excited to explore the potential of the South Korean market as it continues to evolve. With significant changes in the automotive landscape, including a shift towards more flexible solutions, we believe our subscription model offers a simple, hassle-free alternative to traditional car ownership. We're looking forward to working with local partners and adapting to the unique needs of the market as these changes take shape.