Enrique Mendoza
General Manager México
Beat
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Beat Mexico: Pushing the Boundaries of Ride Hailing

By Alejandro Enríquez | Tue, 06/08/2021 - 12:02

Q: How have customers reacted to the Beat Tesla program and what role will it play in your growth strategies?

A:  User experience is at the very center of this program. Beat Tesla has been a total success. We are proud to say we have the largest private EV fleet in Latin America. Customer satisfaction, as measured through different instruments, has resulted in quite positive feedback. These kinds of programs are a product of innovation, not just with Tesla but also in the business model itself. We manage our Tesla fleet through a sister company and our drivers are highly trained. We are the only ride-hailing app that has hired drivers for this specific purpose. Their income does not depend on the number of trips they make.

All these elements allow us to create a unique customer experience from the moment the user requests a trip until they arrive at their destination. We want to set the stage for the ride-hailing market and we are certain that soon many more will follow our example. At Beat, we want to scale this business model to other cities and markets.

Q: What role does shared mobility play in promoting EVs and vice versa?

A: We are democratizing the access to green and clean mobility options. At the end of the day, we are bringing state-of-the-art technologies to new users. A mobility app enables any user to choose these services. EV can and should play a role in shared mobility. Our differentiator is that we dont expect people to have their EV to drive with us and make a difference. We do it ourselves.

Q: What makes the Mexican market so attractive for ride-hailing applications?

A: Beat’s mission is to build technology that improves urban life. As part of this mission, we aspire to be in the everyday life of our users by providing a safe, accessible and affordable ride-hailing option. Beat originally emerged in Greece but we have expanded to Latin America and we are now present in Argentina, Colombia, Chile and Peru. We will continue to expand our service portfolio according to the needs of the markets we operate in.

Mexico City is one of the largest cities in the world and has millions of people who need to move from one place to another. We know current transportation options do not meet the expectations of the current user. This scenario is attractive for Beat. In Mexico, we offer a variety of services. The regular service is safe, affordable and efficient transportation. But we have also added Beat Envio during the pandemic to deliver goods, Beat Max to transport groups of between four and nine people and Beat Tesla to address Mexico City’s pollution problem. We satisfy our users’ needs, while also addressing the needs of the city as a whole.

Q: What has Beat learned from each of the cities it operates in to improve user experience?

A: We operate in Mexico City, Monterrey, Guadalajara, Aguascalientes, Durango, Toluca and Villahermosa. Indeed, each city has different mobility patterns. This means that a strategy being applied in Mexico City would not be ideal for Guadalajara or Monterrey. Each city has its own logic, conditions and demands. This influences the number of drivers available in certain areas and many other particularities. This is a real-time process. We continuously analyze the changing patterns within cities. Data analysis allows us to continue offering a great experience for both users and drivers.

Q: What is Beat’s added value for their drivers’ network?

A: First and foremost, it is an opportunity to generate income for their families as a primary or supplementary income source. Moreover, we aspire to provide the best rewards and profit schemes for drivers, offering the best compensation in our sector.

Security is of the utmost importance to the sector and to the success of our business models. We continuously look to provide features that increase the safety of our drivers and users. First, the emergency button, which can be used either by the driver or the user, is linked to local emergency services. Our trips are GPS monitored and the user can share the location in real-time. We apply a screening process for our drivers too. We have also implemented some measures to improve the safety of our drivers, such as providing passenger filters that verify ID, implementing some restrictions in certain city areas and a smart block feature that detects unusual patterns in trip requests. Users have badges based on their time in the app, their payment record and their app use, which improves the service for both drivers and users.

Q: What are Beat’s priorities for 2021?

A: We are carefully considering how to expand our Beat Tesla business model to other markets in Latin America. In fact, we plan to create a well-rounded portfolio of sustainable services that will incorporate more electric vehicles and different models, offering numerous mobility solutions with multiple price ranges that will cover the different needs of all our consumers. The Beat Tesla business model has proven successful and has the potential to scale. We want to do it the best way possible and make the rest of our markets the protagonists of the largest fleet of electric vehicles in Latin America.

Beat is the fastest-growing mobility company in Latin America. Our goal is to continue innovating and to remain close to our customers. We believe the future is here and our mission is to transform and redefine ride-hailing as we work toward a more sustainable future.

 

Beat is part of FREE NOW, a joint venture between BMW AG and Daimler AG that promotes shared mobility in the world. FREE NOW is the global leader in the booming ride-hailing industry and Beat leads the FREE NOW Group growth. The company operates in six countries: Greece, Mexico, Colombia, Peru, Chile and Argentina.

Photo by:   BEAT México
Alejandro Enríquez Alejandro Enríquez Journalist and Industry Analyst