Building Value Through Loyalty Strategies in Mobility

February 2024

The report observes the changing dynamics of loyalty in mobility, focusing specifically on the automotive, shared mobility and car rental industries. It identifies and examines the key themes shaping modern loyalty and how brands should adjust their strategies to enhance customer retention and lifetime value.

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This report comes in PPT.

Key findings
Loyalty is essential in mobility

The need for loyalty in the mobility space hinges on five key points - to drive customer retention, improve customer service, stay ahead of the competition, leverage data insights and augment hyper-personalisation. Loyalty is becoming more important than ever due to rising competition but also as companies seek to build more robust business models around their core customer base.

New values are shaping loyalty in the mobility space

New values are defining the modern loyalty space amid changes in consumer preferences, rising digitalisation and industry shifts. This includes the increasing importance of new brand experiences that promote flexibility and personalisation, but also the sustainability perceptions that are bringing brands closer to their climate-conscious consumers. To succeed, mobility brands need to align their loyalty programmes with the evolving values of their target customers.

Subscriptions link loyalty themes in automotive, car rental and shared mobility industries

Subscription services have been a central theme of consumer loyalty and value with automotive, shared mobility and car rental companies all immersed in deepening their service offering to younger consumers. Cost of ownership issues and the increasing shift away from ownership are making subscription-related loyalty services more appealing.

Barriers to loyalty need to be addressed

While brands have focused on deepening loyalty, more can be done to achieve success. Some of the major barriers to success include the lack of simplicity, limited consumer-centricity and the absence of data insights. The latter remains a severe bottleneck as it hinders the adoption of more personalised loyalty programmes.


Key findings
Key drivers of change
Customer retention: Loyalty helps brands build lifetime value from customers
Customer service: Brands can use loyalty to better appease their customer base
Competitive advantage: Loyalty can be used to build a competitive edge over competitors
Data analytics: Loyalty programmes can help gather valuable insights on client preferences
Hyper- personalisaton : Loyalty programmes can curate personalised products and services
Six factors in the automotive sector are disrupting brand loyalty
Building deeper connections with customers is the key to unlocking loyalty
Case study: Hyundai’s Mocean subscription caters to growing demand for flexible ownership
Case study: Tata introduces the “Evolve” loyalty programme to augment experiential needs
Case study: KIA launches an EV charging rewards scheme to build value for EV clients
Shift to software-defined vehicles will unlock new opportunities for automotive loyalty
Case study: GM joins Connected Vehicle Systems Alliance to future-proof business
New technologies will shape and underpin the future automotive loyalty landscape
Case study: BMW to use NFTs in a blockchain-powered loyalty programme
Case study: Peugeot to add ChatGPT voice assistants
Loyalty provisions in emerging markets will be central to automotive growth strategies
Three themes shaping consumer loyalty in shared mobility
Subscriptions: Transforming customers into a valuable community with lasting connections
Case study: Bolt introduces Bolt Plus to deepen customer use of shared services
Sustainability: Sustainability-led initiatives push brands closer to their eco-customer base
Case study: Lyft launches “Green” mode to allow users to hail EVs or hybrids
Single-app experiences: Super-apps keep brands in touch with the digital lives of consumers
Case study: Careem – the “everything app” catering to a diverse range of consumers
Gamification: Game-like elements boost customer engagement and satisfaction
Case study: Forest uses gamification tactics to build engagement and loyalty
Coalition ecosystems can offer whitespace loyalty prospects as mobility becomes interwoven
Car rental players still betting on transactional and very traditional loyalty structures
Car rental consumer loyalty participation shows mediocre results
Subscriptions: Tourism revival boosts performance but subscriptions still vital
Middle East and Africa with the highest growth by 2040: opportunities for loyalty schemes
Kyte : Disruptor in the car rental segment in the US
Partnership-based: Airlines and car rental loyalty schemes, established but not “showstoppers”
Status match for elite members: enough to elevate the appeal of car rental loyalty schemes?
Case study: Saudia and Lumi partnership: expanding the loyalty proposition
Car rental loyalty ecosystems
Localiza with the highest engagement rate for its mobile app among leading car rental players
Case study: Times Club in Japan shakes up status quo
Barriers to loyalty in the mobility industry need to be addressed
More work is needed to embrace the next-generation loyalty proposition
Tactics for success across the three categories
How to win
Key summary


All vehicles captured by Euromonitor's vehicle volume sales data, i.e. light vehicles -passenger cars and light commercial vehicles combined. Medium and heavy-duty trucks and buses are not covered.

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