Innovation That Matters

From Formula One to 40 MPH

Mobility & Transport

By introducing Laudamotion in Vienna, fabled ex-Formula One driver and serial entrepreneur Niki Lauda speeds up the expansion of 1 euro car rental.

Last month, we highlighted German rental car company Maxhopp, which rents out Smart cars in Berlin and Hamburg for only 1 euro per day. The catch? Cars come plastered with ads, turning customers into billboards on wheels. Now, Austrian serial entrepreneur Niki Lauda, ex Formula one pilot, offers the same service in Vienna, Austria: Seems this new trend in automotive advertising is spreading geographically (Springwise expects Hungary and The Netherlands to be next), which means that entrepreneurs outside Germanic regions still have plenty of first-mover space! Step on it though, as Lauda already indicated he may expand to Spain if Laudamotion proves to be a success in Vienna. And what about the established car rental players? Could be a nice urban niche? Or a way to attract a younger clientèle? Hey, we’re just thinking out loud 😉


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