How Mobility as a Service Is Transforming Opportunities and Challenges for Automakers

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Introduction: The Rise of Mobility as a Service

Mobility as a Service (MaaS) is fundamentally shifting how people move through cities and access transportation. Instead of relying on personal vehicles, users now increasingly turn to on-demand ridesharing, car-sharing, subscription, and multimodal travel services . This evolution is having a profound impact on automakers, requiring them to rethink traditional business models, product design, and strategic priorities [1] .

How MaaS Disrupts Automaker Business Models

Traditionally, automakers have focused on selling vehicles to individual owners. However, the rise of MaaS is shifting demand away from personal vehicle ownership and toward shared mobility solutions. According to recent market research, the global value of MaaS reached $678.1 billion in 2023 and is projected to surpass $1 trillion by 2027 [1] . This rapid growth means automakers must adapt or risk being left behind.

MaaS platforms aggregate various transportation options-such as public transit, ridesharing, bike-sharing, and car rentals-into unified digital services. As a result, fewer people need to own cars , especially in urban environments where alternatives are readily available [4] . This trend leads to lower vehicle sales volumes for automakers, but it also opens new business opportunities in fleet services, software, and data monetization.

Product Redesign and Innovation

In response to MaaS, automakers are redesigning vehicles to better suit shared and commercial use . For example, many new models prioritize rear legroom, comfort, and durability to accommodate ride-hailing and car-sharing customers. Small cars and SUVs are increasingly designed with these shared use cases in mind [1] .

This shift also drives investment in software-defined vehicles (SDVs), which rely on integrated software for operations, maintenance, and user experience. Automakers like Honda are partnering with cloud providers to enable over-the-air updates and real-time data collection, allowing for continuous improvement and adaptation to changing user needs [2] .

Revenue Diversification: Beyond Selling Cars

To offset declining private vehicle sales, automakers are exploring alternative revenue streams . These include:

Offering and managing their own MaaS platforms or partnerships
Developing subscription and pay-per-use models for vehicle access
Providing fleet management and maintenance services
Unlocking value from connected car data and downstream digital services

Major OEMs are launching connected services, but adoption is still in early stages. As more automakers introduce these services, they can generate recurring revenue and maintain customer relationships even when users do not own the vehicles [5] .

Environmental and Urban Benefits

MaaS is seen as a critical tool for addressing urban congestion and environmental sustainability . By reducing the total number of vehicles on the road and increasing the efficiency of transportation systems, MaaS can help lower emissions and ease traffic in densely populated areas [1] . Many government initiatives now incentivize shared mobility and invest in infrastructure to support alternative transportation options [4] .

Step-by-Step: How Automakers Can Adapt

Assess Market Trends : Regularly review mobility and consumer preference data. Consider subscribing to industry reports from organizations like McKinsey, S&P Global, or Consegic Business Intelligence for up-to-date insights.
Redesign Vehicle Offerings : Invest in the design of vehicles optimized for shared use. This may include durability features, modular interiors, and easy-to-clean materials.
Expand Digital Capabilities : Develop or partner with software providers to enhance vehicle connectivity, enable over-the-air updates, and integrate with MaaS platforms.
Explore New Revenue Models : Pilot subscription, pay-per-use, or fleet management programs. Research successful case studies from leading mobility providers and adapt best practices.
Build Strategic Partnerships : Collaborate with MaaS operators, technology firms, or municipal agencies to gain access to new customer segments and strengthen your value proposition.
Prioritize Sustainability : Invest in electric and hybrid vehicles for shared fleets. Engage with city planners and policymakers to align with public sustainability goals.

For automakers seeking further guidance, consider reaching out to industry associations, reviewing public reports from automotive market analysts, or attending relevant trade shows and conferences for networking and knowledge sharing. If you need information about city-specific MaaS initiatives, contact your local Department of Transportation or search for ‘Mobility as a Service’ in your city or region.

Examples and Case Studies

Several automakers are already adapting to the MaaS trend:

General Motors launched its Maven car-sharing platform, targeting urban consumers who do not wish to own vehicles. Although Maven was discontinued in 2020, its learnings are informing new approaches to mobility partnerships [1] .
Honda is collaborating with cloud providers to deliver software-defined vehicles, ensuring future models can quickly adapt to service-based business models [2] .
Startups and established automakers alike are investing in electric, connected, and shared vehicles as part of broader mobility ecosystems [3] .

Challenges and Solutions

Automakers face several hurdles in this transition:

Changing Consumer Preferences : Not all customers are ready to give up private vehicle ownership. Education and demonstration projects may be necessary to build trust in MaaS solutions [5] .
Managing Complex Partnerships : Collaborating with tech firms, municipalities, and other stakeholders requires new skills and governance models. Consider forming dedicated teams for partnership management and joint innovation.
Regulatory Uncertainty : Mobility regulations are evolving rapidly. Automakers should stay engaged with policymakers and advocate for supportive frameworks.
Technological Integration : Integrating new digital and connectivity solutions can be costly and complex. Investing in flexible, future-proof platforms and robust cybersecurity is essential.

To overcome these challenges, automakers can join industry groups, consult with experts in mobility innovation, and actively participate in regulatory discussions at the local, national, and international level.

Alternative Pathways for Engagement

If you represent an automaker or a business seeking to leverage MaaS opportunities, multiple pathways are available:

Partner with established MaaS providers and explore pilot projects in key cities.
Invest in R&D aimed at connected, autonomous, and electric vehicle technologies.
Engage with digital platform providers to integrate payment, booking, and fleet management services.
Monitor government transportation websites and city council updates for new MaaS initiatives or public-private partnership opportunities.
Search for recent market research using terms like ‘Mobility as a Service market report 2025’ or ‘automaker mobility innovation’.

Key Takeaways

The impact of Mobility as a Service on automakers is profound, presenting both significant risks and new opportunities. By embracing product innovation, digital transformation, and new business models, automakers can not only survive but thrive in an era defined by shared, digital-first mobility.