Schauen wir uns einmal die Strategie von Daimler hinter dem Einstieg bei Taxify an. Super spannend!
Taxify, the Estonian company created by wunderkind Markus Villig and his brother Martin after they left Skype, has raised $175 million in a financing round led by Daimler that has pushed the company’s valuation to $1 billion, all the way up to the unicorn status. The company already has more than half a million drivers and ten million users in 25 countries in Europe and Africa, while Didi Chuxing holds a significant stake. The Chinese company is expanding rapidly through a global acquisitions strategy and is considered Uber’s greatest competition, with which it maintains a cross-share after the agreement that ended Uber’s presence in China. Daimler’s dominant presence in the investment round has prompted speculation about one of the world’s leading car companies, given its determination to acquire or participate in seemingly all companies playing a role in the transition from the automobile’s status as a product to a service. It bought RideScout and MyTaxi in September 2014, it created and incubated Car2Go, it is part of the acquisition and integration into MyTaxi of 60% of Hailo, Greece’s Taxibeat and Romania’s Clever Taxi, has taken shares in car-poolers such as Germany’s Flinc and Via in the United States, and teamed up with Turo in the field of car-sharing. In addition, it has consolidated its mobility offer with BMW’s, which includes the management or joint operation of popular services such as the aforementioned Car2go and DriveNow, taxi fleets such as myTaxi, Chauffeur Privé and Clever Taxi, parking products such as ParkNow and Parkmobile, services such as Moovel or ReachNow, and electric recharging solutions such as ChargeNow. Daimler, now worried about a nitrogen oxides emission scandal similar to Volkswagen’s dieselgate related to its Vito industrial vehicles and even perhaps its C-Class cars (under investigation now), is clearly positioning itself for a future where most of us will not bother owning a vehicle which will then spend most of its life parked, but will instead see cars as a service, thanks to a range of transportation formulas. Daimler’s stakes in car-sharing, car-pooling, ride-sharing, autonomous vehicles, taxi fleets or related services clearly indicate its conviction as to the direction the automobile industry is heading, even if the ETA is still a matter of discussion.