Transitioning from motoring organisation to mobility provider
As a century old auto club, RACV has traditionally served vehicle owners, via its roadside assistance and insurance offerings. Recently, it has developed a number of mobility options to supplement or substitute private vehicle use including its own Car Share and Bike Share businesses. RACV has since identified an opportunity to combine these services, along with those of various third parties, into a single platform, arevo, that presents personalised journey chains to users based on their personal preferences. Eventually, integrated booking and access of services via a single user account will be facilitated via the platform.
Focus groups and surveys conducted have revealed that many of these alternative mobility services are still seen to be in their infancy in Victoria, and as such RACV has chosen to incorporate mass market options such as public transport into its product roadmap. While RACV’s brand is widely perceived as trustworthy, the technology-focused nature of this product has led to the adoption of a unique ‘endorsed’ brand strategy that appeals to a more relevant demographic, while leveraging the equity of the existing RACV brand. RACV is also using relationships with partners such as councils and universities to maximise its impact via research studies and pilots.