How SelfDrive Mobility is Steering the UAE’s New Driving Culture

Dubai’s roads hum daily with the sound of engines. Increasingly, the drivers behind the wheel don’t own the cars they drive — they subscribe to them. And as the UAE accelerates toward its ambitious sustainability goals, a mobility revolution is reshaping how residents think about car ownership.

At the centre of this shift is SelfDrive Mobility, the region’s largest fully digital car subscription platform. It offers flexibility and hassle-free access to cars through subscriptions and rentals, with real-time inventory management and end-to-end app-based booking. With 6,500-plus vehicles and more than 1.5 million customers already, the company was “built in the UAE for the world” and is rewriting mobility rules to put convenience and sustainability ahead of ownership.

“For decades, car ownership was a badge of success in the UAE,” said Soham Shah, the founder and CEO of SelfDrive Mobility. “But we are seeing a mindset shift. People want freedom, not the financial and logistical burden of a car loan.”

Car-as-a-Service Trend

The UAE has long been a car-centric nation — six-lane highways, low fuel prices, and a love for the latest models have made car ownership the default choice. But rising costs, heavier-than-ever traffic loads, and a younger, more mobile population are driving new expectations.

At the same time, the rise of hybrid and electric vehicles is reshaping what people want from their mobility options. With fuel efficiency, reduced emissions, and government-backed incentives, more residents are leaning toward greener alternatives. The UAE’s rapid charging infrastructure rollout — from Dubai’s Green Charger network to Abu Dhabi’s wider EV initiatives — has made EV adoption easier than ever. By offering access to the latest hybrid and electric models through subscriptions, SelfDrive Mobility ensures customers can try, adapt, and transition into sustainable driving without the long-term commitment of ownership.

Nexdigm, India’s leading professional services group, recently reported steady growth in the UAE car rental and leasing market, signalling that residents are ready to embrace new ways to drive. SelfDrive Mobility is responding to the trend, with the company’s app making the transition easy and enabling customers to browse real-time inventory, book, swap, and extend cars instantly.

The cars themselves are in demand too. SelfDrive Mobility recently became the first platform in the UAE to offer 2026 models, giving drivers access to cutting-edge sedans, SUVs, and luxury cars before they even hit most showrooms.

Tech at the Wheel

Yet SelfDrive Mobility is going well beyond the norms of rental services. A tech company with mobility at its core, its platform connects users with more than 55 automotive brands and original equipment manufacturers (OEMs), helping dealers optimise business and connect with the next generation of buyers.

This tech-first approach also powers corporate car subscriptions, which are transforming how businesses manage mobility for employees. From SMEs to multinationals, companies are finding that subscription models deliver cost predictability, safety compliance, and hassle-free fleet management. SelfDrive Mobility has responded by pioneering structured corporate car subscription solutions.

“Our mission is to simplify mobility,” said Shah. “The experience should be seamless, digital, and stress-free whether the customer is someone booking their first car in the UAE or a company managing a fleet of cars.”

Fast Track Sustainability

The UAE’s Net Zero by 2050 agenda is pushing the transport sector to continue to innovate. SelfDrive Mobility has embraced the call, with the company among the first in the region to launch affordable hybrid and electric vehicle rentals. It also enforces strict vehicle-age policies to ensure modern, fuel-efficient cars stay on the road.

“By prioritising access over ownership, we are helping to reduce the number of under-utilised vehicles in circulation thereby lowering emissions and supporting smarter urban planning,” added Shah.

National Alignment

The UAE is preparing for a future where autonomous vehicles share the road with human drivers, with full commercial rollout targeted for 2026 under Dubai’s Law No9 of 2023. SelfDrive Mobility’s flexible, on-demand model is well-positioned to integrate self-driving fleets when they arrive, giving users access to autonomous rides with tap-and-go simplicity.

Built in Dubai, Scaling Globally

Developed in Dubai, SelfDrive Mobility is exporting its model to the world, operating in more than 10 countries, including various GCC states, the UK, Türkiye, and India. Its 160-strong team, 75-plus of which are based in the UAE, is building a mobility company, creating jobs, developing homegrown tech, and shaping a blueprint for the future of transport.

In a country where cars have long been an expression of identity, SelfDrive Mobility is signalling that what matters most today is flexible, digital, and sustainable access. It is a model that reflects the UAE’s smarter future vision – a future that is already here, available to book, download, and drive away.