The South African mobility sector is undergoing a quiet revolution. For decades, car ownership has been shaped by bank finance, balloon payments and five-year repayment terms. But a new generation of consumers and investors are rewriting the rules.
At the centre of this shift stands Drive.co.za, a company that describes itself as “the Netflix of cars.” Founded in August 2020, the Pretoria-based vehicle subscription startup has evolved from a pandemic-era idea into one of South Africa’s most talked-about automotive disruptors. The company’s rapid growth has earned recognition from News24 as the third-fastest-growing company in South Africa and from the Financial Times as the ninth-fastest-growing company in Africa.
The subscription model
Drive’s model replaces ownership with access. Customers select a new vehicle, pay a fixed monthly fee and enjoy full use without the debt burden, depreciation or credit score impact of traditional finance. The all-inclusive fee covers insurance, maintenance, tyres and roadside assistance, with the flexibility to upgrade or change vehicles every 12 or 24 months.
“Customers want freedom and predictability,” says Willie Jooste, Co-Founder and Director at Drive.co.za. “They want to drive a new car without worrying about maintenance or insurance shocks. That’s what Drive delivers.”
The company’s proprietary Drivonomics™ and Credinomics™ models combine behavioural, geographic and affordability data to assess both the vehicle and the person driving it. “We look at three layers of risk: the asset, the individual and their relationship with the asset,” explains Roelof Janse van Vuren, Co-Founder and Director. “Our model predicts not just ability to pay, but willingness to pay.”
Heavyweight investment
In 2025, Drive attracted investment from some of South Africa’s most respected financial leaders. Willem Roos, founder and former CEO of OUTsurance, and Tjaart van der Walt, co-founder of TymeBank, joined as board members actively shaping the company’s strategy.
Their involvement comes via the investment firms Founders Trust and Chronos Capital, whose boards include Coen Jonker, also a co-founder of TymeBank, as well as Roger Grobler, Nic Kohler and Michael Jordaan. Guillaume Marais, a respected automotive industry veteran with advisory roles at Porsche Middle East and major South African automotive groups, has also joined the investment bench and board.
Celebrated economist Dr Roelof Botha has partnered with Drive.co.za as an economic adviser. With over 40 years of experience and recognised as the Finmedia Economist of the Year, Dr Botha lectures at the Gordon Institute of Business Science (GIBS) and serves as adviser to Optimum Financial Services Group.
Technology and Artificial Intelligence
Drive.co.za has integrated artificial intelligence across multiple facets of its business. AI-powered systems analyse vast datasets to refine credit risk models continuously, enabling more accurate affordability assessments and personalised subscription offerings. The technology monitors vehicle performance and maintenance needs proactively, ensuring optimal condition throughout the subscription period.
“Our AI models help us understand not just what customers can afford, but what they need,” says Jooste. “This allows us to offer flexibility and personalisation at scale.”
Customer-facing AI tools provide instant quotes, seamless onboarding and 24/7 support through intelligent chatbots. Behind the scenes, predictive analytics optimise fleet management, residual value forecasting and pricing strategy.
Scale and expansion
Drive’s cost advantage stems from scale and smart sourcing. Through bulk funding, OEM fleet partnerships and optimised maintenance and insurance agreements, the company delivers subscription pricing that often undercuts conventional vehicle finance. For many models, the monthly fee is comparable to, or cheaper than, a bank instalment.
The company targets multiple segments: young professionals seeking flexibility, SMEs managing fleet costs and traditional car buyers reconsidering purchase commitments. Drive’s latest product is designed specifically for SMEs to outsource both financial and operational aspects of their vehicle fleets.
With its Gauteng base established, Drive.co.za is expanding nationally with a new Western Cape warehouse. “International expansion is on the immediate horizon,” says Janse van Vuren. “Markets across Africa and beyond face similar affordability and risk assessment challenges, and Drive’s technology directly addresses those.”
The road ahead
“To be ranked third fastest-growing company in South Africa and ninth in Africa shows that local innovation can compete globally when grounded in data, discipline and customer experience,” says Jooste.
With a board that includes some of South African finance’s most influential figures, Drive.co.za is positioned to scale operations, expand regionally and deepen its technology advantage. As the mobility market evolves, the next major disruption in automotive finance may come not from Silicon Valley or Shanghai, but from Pretoria.
