Mevo…(t)apping into the zeitgeist of non-car ownership

Mevo is an intriguing start up that Wellington’s Biz Dojo attracts at times.

It is making a major play towards a future where we won’t own our own car, but will hire one as required.

Additionally, Mevo’s also touting itself as the world’s first climate positive car share scheme using modern electric vehicles as well as carbon credits to help restore our environment.

Today Wellington, tomorrow the world?

Today Wellington, tomorrow the world?

Wellington’s a logical kick off city to test and refine its business model given its greenish people-ethos and density. It will grow its pods/locations of cars over the next few months (as we speak, three cars on the road, six at the end of March) and expects to have 50 vehicles in operation by the end of the year.

Part of Mevo’s intrigue is that it appears to be reasonably funded, has a strong development team and broad-based advisers. It is also partnering with others obviously keen to get into a market that is its own niche between taxis, Uber and the run-of-the-mill hire cars.

Hence (great descriptions) its partners:

  • Driven by Audi
  • Powered by Meridian
  • Insured by Trademe insurance

Clever, on cue messages

In fact, (wearing my ‘Punchline – million dollar messages’, hat) all of Mevo’s messages are clever and on cue.

That starts with the name – Mevo – this familiar but different word is move with the ‘o’ and ‘e’ reversed.

The company tells you exactly what and who they are in eight words.

‘App-based, on-demand access to electric vehicles’

And they have and emotion-based reminder of what’s in it for their customers.

‘Own the journey, not the machine’.

This is simple, effective and memorable…something you can easily imagine someone saying over a BBQ when making the point that they don’t have a lump of depreciating metal taking up space in their garage.

Part of Mevo’s cleverness is its pricing structure. Users have the options of different weekly membership fees (or none at all and paying a per hour fee), and a lower hourly rate. To mix metaphors in an digital era, it’s horses for courses.

Now naturally, starting a business and getting it to fly are two different beasts.

But Mevo may’ve just tapped into the zeitgeist of the moment.

It will still be a year or three or ten before self-driving cars become ubiquitous, and inner-city residents (in particular) become comfortable with not owning their own vehicle.

No doubt too if and when self-driving cars become the norm, Mevo will have the infrastructure – digital and physical – to seamlessly transition to this world as well.

So, Mevo – a major play, but quite possibly the right people at the right time and in the right place (before taking over the world!)
(Stick enables science and tech companies to simply tell their story. Punchline, a sister company, helps clients create million dollar messages – the 2 – 10 words that describes your essence, emotively communicates your value proposition)


About sticknz

sticK is by Peter Kerr, a writer for hire. I have a broad science and technology background and interest, with an original degree in agricultural science. My writing speciality is making the complex understandable. I am available for outside consultancy work, and for general discussions of converting a good idea into something positive
This entry was posted in Entrepreneur, high tech, Innovation, Market validation, start-up, sustainability, technology and tagged , . Bookmark the permalink.

One Response to Mevo…(t)apping into the zeitgeist of non-car ownership

  1. Brian says:

    I had Goget in Australia and it was really nice to cycle (or long walk) to the nearest car and use it when it suited as opposed to traipsing across town to a rental car dealer. Having a car spot to go back to was also great as parking in Sydney is a nightmare, as it is in Wellington.
    The prices were, however, too high to make it useful for things like doing your weekly shopping as generally it meant more than an hour which would wack over $50 (Mevo rates) onto the grocery bill.
    This whole car ownership thing does need to be disrupted though as it’s plain dumb. All these vehicles sitting around for 90% of the time taking up space and then clogging up the roads when in use.
    The government needs to bring in realistic road charging and 24/7 parking charges for public spaces. That way the true cost of cars can start being factored into consumer thinking and business models.

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