Unagi launches $39-a-month subscription for its trendy electrical scooters
Unagi, which makes considered one of the most stylish electric scooters available on the market at this time, is the most recent firm to strive its hand at a subscription service.
Unagi has at all times operated underneath the idea that people who find themselves sick of wonky scooter-sharing providers, with their damaged automobiles and unreliability, would fairly personal a scooter than hire one. Not solely that, however Unagi figures there are sufficient folks on this planet prepared to shell out $1,000 (actually $990) for a extremely fancy-looking electrical scooter that’s been endorsed by well-known musicians like Likelihood the Rapper and Billie Eilish.
However now, with COVID-19 turning some folks off to sharing scooters altogether and much more folks strapped for money, the corporate realized it wanted a substitute for private possession, particularly for individuals who are intrigued by electrical scooters however not sufficient to shell out a G-note for one.
Thus, we’ve bought Unagi All Access, the Oakland, California-based firm’s subscription service that’s set to launch on August fifth in New York Metropolis and Los Angeles. For $39 a month, clients can get considered one of Unagi’s Model One dual-motor electric two-wheelers delivered to their entrance door. Deliveries are assured to reach inside 24 hours, Unagi CEO David Hyman tells me, and upkeep and insurance coverage for scooter theft or injury are additionally included within the month-to-month charge.
There shall be an preliminary service charge of $50, which brings the primary month’s price as much as $89. However Unagi can be providing an annual plan that comes out to only $34 a month for individuals who suppose they could wish to have the scooter for at the least a yr.
“From a pricing perspective, put it in context: $39 a month is $1.40 a day,” Hyman says. “Should you get a Lime or Hen [scooter], it’s 5 bucks a trip… So this can be a fraction of the associated fee and also you get a a lot nicer trip.”
Regardless of the addition of one other motor, the scooter remains to be comparatively light-weight, clocking in at solely 26 kilos. The scooter has three drive modes: Newbie (9/11 mph); Superior (13-15 mph); and Skilled (15-19 mph). The lithium-ion battery permits for a spread of as much as 15.5 miles. And Unagi is utilizing a mix of aluminum and carbon fiber for the body.
Unagi additionally presents a financing choice for a bit of over $45 a month. However Hyman says his market analysis suggests the subscription choice is extra interesting to shoppers. “Once we created that subscription choice and let folks select the, the variety of those who selected subscription was unbelievable,” he mentioned.
Unagi isn’t the primary scooter firm to dip its toes into the world of subscriptions. Bird and Lime have been experimenting with subscriptions for his or her shared electrical scooters with mixed results. And electrical bikes are leaping on the subscription bandwagon, too, with Dance in Berlin and Swapfiets and VanMoof as nicely.
Subscriptions have been a blended bag for the auto business. Ford walked away from its service final fall following low demand. Cadillac shut down its service, Book, in 2018, solely to resurrect it a number of months later with fewer choices.
Different automakers have had some success. BMW, Porsche, Audi, Volvo, Nissan, and Jaguar are nonetheless providing some variation of a subscription service. Even the large automobile rental corporations, Hertz and Enterprise, are getting in on the motion. Most of those subscriptions are solely obtainable in particular cities and are nonetheless within the pilot section.
Hyman thinks Unagi can have extra success with subscriptions, primarily due to his personal private expertise with subscription providers. He was the founding father of MOG, a pioneering music subscription service that he eventually sold to Beats by Dre in 2012 for a reported $14 million. Hyman and nearly all of his staff joined Beats after the buyout, and MOG in the end developed into Beats Music.
He additionally served as CEO of Beats for seven months in 2012, earlier than allegedly getting ousted previous to the sale to Apple. Hyman later sued Beats founder Dr. Dre for $20 million, alleging he was pushed out to keep away from having to pay him his share of the corporate. He labored at an actual property firm earlier than launching Unagi in 2018.
“I launched one of many first subscription providers on this planet,” Hyman mentioned. “We have been the primary to do limitless downloads, we had so many firsts.”
He added, “It’s only a private obsession.”