VW Enters New Mobility Market With Moia Brand

The future of cars is here. Moia, a new mobility brand from Volkswagen Group’s Audi and Porsche brands, will offer its first vehicles in the summer of 2019. The company wants to become the global leader in autonomous transportation by introducing innovative services that are accessible through on-demand ridesharing models where consumers can use their smartphones to control when they get around.

VW Enters New Mobility Market With Moia Brand

The “moia van for sale” is a new brand that VW has created to enter the market of shared mobility. The company will start selling cars in 2019 and plans to expand into other areas of transportation.

Volkswagen is concentrating less on individual vehicle ownership and more on ride-hailing, autonomous driving, and electric vehicles in order to put the Dieselgate crisis behind it.

The mission of MOIA is to transform urban transportation.

Moia, a new stand-alone mobility services firm, will spearhead these initiatives.

VW’s intention to compete with digital giants like Google, Apple, and Uber as a supplier of new transportation solutions is signaled by Moia.


On December 5, Volkswagen unveiled Moia at the Tech Crunch Disrupt technology event in London.

Moia (which means “magic” in Sanskrit) will function as a separate brand inside the Volkswagen umbrella, which also includes Audi and Porsche.

Aspirations across the world

VW’s second foray away from conventional car manufacture is the Moia brand. VW invested $300 million in Gett Inc., a ride-hailing business with a presence in over 100 locations, in May.

Moia’s first emphasis is on on-demand pooling and ride-hailing services. It also intends to launch an electric vehicle by 2021. Pilot projects in Europe will begin in 2017, but Moia has her sights set on a global market.

In a statement, Volkswagen CEO Matthias Mueller stated, “Even if not everyone will still own a vehicle in the future, Moia can help make everyone a client of our firm in some way or another.”

“We’re a startup with the resources of the Volkswagen Group, and we have a worldwide ambition,” Moia CEO Ole Harms remarked. “In the longer term, our goal is to become one of the world’s top mobility service providers.”

Seismic Industry Changes Face Automakers

An industry that has concentrated on selling internal combustion automobiles to individual drivers since its origins is facing technical challenges.

For Volkswagen, Dieselgate may have been a gift in disguise.

Not only is the industry going toward electric vehicles with autonomous functions, but it is also preparing for a future in which drivers are no longer needed.

On-demand car hailing services like Uber and Lyft are obviating the necessity for personal automobiles. Uber and Lyft may eliminate drivers completely and launch autonomous taxis in response to legal pressure to designate drivers as workers. If they do, they’ll face stiff competition from Google and Apple, both of whom are significantly investing in self-driving vehicles. Tesla, Volvo, Ford, and other manufacturers currently have advanced automation systems, and completely autonomous vehicles might be available within a decade.


In this competitive, fast changing, tech-driven market, Volkswagen is a latecomer. Daimler AG, for example, already offers car-sharing, public-transit, and cab-hailing applications. General Motors is spending $500 million in Lyft and plans to provide a self-driving vehicle network on demand.

While VW’s Audi brand provides vehicle sharing in San Francisco and Hong Kong, and promises to offer self-driving and completely electric cars in 2017 and 2018, VW’s total innovation falls behind the competition.

Dieselgate may, ironically, have turned out to be a gift in disguise for the world’s second-largest carmaker. The crisis dealt a near-fatal blow to VW’s “Clean Diesel” passenger vehicle effort, and the business is now seeking for a strategic makeover as a leaner, more efficient, and forward-thinking automaker.

VW just announced the layoff of 30,000 employees, or 5% of its worldwide workforce, while creating 9,000 new technology jobs.

Moia, situated in Berlin, presently employs 50 people and expects to reach 200 by the end of 2017. By 2025, Volkswagen expects the startup to account for a significant portion of company income.

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Volkswagen has recently announced plans to enter the new mobility market with their Moia brand. Volkswagen is hoping that they can compete with Tesla and other companies in this new market. Reference: moia campervan.

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