The subscription road ahead

The future of mobility is not defined by what people own, but by how they access and experience movement. Across cities and regions, consumers are embracing shared, subscription-based, and hybrid transport models that prioritize convenience, affordability, and sustainability. Cars, scooters, bikes, and public transport are no longer competing alternatives, but interconnected parts of a larger ecosystem. This convergence is shaping the rise of Mobility-as-a-Service, where flexibility matters more than possession.

This shift requires a radical rethinking of what a mobility brand represents. It is no longer enough to design vehicles or build services in isolation. Brands must think as system architects, building platforms where multiple modes come together under one coherent identity. The challenge lies in ensuring that every interaction—whether hailing a ride through an app, unlocking a scooter, or navigating a multimodal journey—feels like part of the same seamless experience.

The opportunity is significant. Brands that succeed in this space will not just be service providers, they will become trusted companions for urban life, integrating effortlessly into people’s daily routines. To achieve this, they must offer clarity in complex systems, consistency across physical and digital touchpoints, and a narrative that emphasizes both convenience and responsibility.

Erretres has worked on mobility projects by designing strategic positioning, digital platforms, and communication systems that bring coherence to these fragmented journeys. By embedding identity into every detail of the experience, mobility brands can adapt to shifting behaviors while remaining distinctive, trusted, and prepared for the future of shared mobility.

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