PRETORIA, South Africa – South Africa’s relationship with car ownership is changing. For decades, mobility has been dictated by bank approvals, balloon payments and long-term finance agreements that lock consumers into rigid contracts. But a new generation of drivers is looking for something different—flexibility, predictability and freedom from debt.
At the centre of this transformation is Drive.co.za, a Pretoria-based subscription startup that has rapidly become one of the most significant disruptors in the country’s automotive landscape. Founded in August 2020, the company has evolved from a pandemic-era concept into a nationally recognised force, earning accolades from News24 as the third-fastest-growing company in South Africa and from the Financial Times as the ninth-fastest-growing company in Africa.
A New Model for Modern Mobility
At its core, Drive’s model replaces ownership with access. Rather than taking on long-term debt, customers choose a new vehicle and pay a single monthly fee that covers everything:
- Insurance
- Maintenance
- Tyres
- Roadside assistance
There’s no depreciation risk, no credit score penalty and far greater flexibility. Subscribers can upgrade or change vehicles every 12 or 24 months without the burden of a resale.
“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.”
Central to the model is the company’s proprietary Drivonomics™ and Credinomics™ assessment systems, which evaluate behavioural, geographic and affordability data. This layered approach examines the asset, the driver and the interaction between the two.
“Our model predicts not just ability to pay, but willingness to pay,” explains Co-Founder Roelof Janse van Vuren. “It creates a far more accurate picture of risk than traditional finance tools.”
A Board Backed by Industry Heavyweights
Drive’s momentum accelerated in 2025 when a group of respected financial and industry leaders joined as strategic investors and board members. Among them:
- Willem Roos, founder and former CEO of OUTsurance
- Tjaart van der Walt, co-founder of TymeBank
- Coen Jonker, also a co-founder of TymeBank
- Roger Grobler, Nic Kohler and Michael Jordaan, via Founders Trust and Chronos Capital
- Guillaume Marais, an automotive veteran with advisory experience at Porsche Middle East and major South African groups
Additionally, renowned economist Dr Roelof Botha, recipient of the Finmedia Economist of the Year award and lecturer at GIBS, has partnered with Drive as an economic adviser.
This combined leadership brings decades of experience in financial services, fintech innovation and automotive strategy—positioning Drive as a formidable player in the future of mobility.
AI at the Heart of Operations
Drive.co.za has embedded artificial intelligence across nearly every operational layer. AI systems continuously refine risk assessment models, drawing insights from vast datasets to ensure precise affordability scoring and personalised subscription offers.
“Our AI models help us understand not just what customers can afford, but what they need,” notes Jooste. This informs everything from subscription design to pricing strategy.
On the customer-facing side, intelligent tools deliver:
- Instant quotes
- Seamless onboarding
- 24/7 support via chatbots
Behind the scenes, predictive analytics optimise fleet health, maintenance scheduling, residual value forecasting and operational planning.
Scaling Smart: Affordability Through Efficiency
Drive’s ability to offer competitive pricing comes from scale and strategic partnerships. The company leverages:
- Bulk financing arrangements
- OEM fleet agreements
- Negotiated maintenance and insurance efficiencies
The result is subscription pricing that often rivals—and in many cases undercuts—traditional bank instalments.
This value proposition resonates across a wide audience: young professionals seeking mobility without debt, SMEs managing fleet uncertainty, and traditional buyers rethinking the long-term commitment of ownership. The company’s newest offering specifically targets SMEs, enabling businesses to outsource both financial and operational fleet responsibilities.
With its Gauteng operations firmly established, Drive.co.za is expanding nationally. A new Western Cape warehouse strengthens its infrastructure, while international expansion sits firmly in the company’s near-term plans.
“Markets across Africa and beyond face similar affordability and risk assessment challenges,” says Janse van Vuren. “Our technology directly addresses those.”
The Road Ahead
Drive.co.za’s achievements illustrate the power of local innovation grounded in data, technology and customer-centric thinking. Its rapid ascent—validated by its rankings in South Africa and across the continent—signals the arrival of a new mobility model that aligns with shifting consumer expectations.
“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.
As the mobility landscape undergoes its most significant transformation in decades, Drive.co.za stands out as a pioneering force. The next major disruption in automotive finance may not come from Silicon Valley or Shanghai—it may come from Pretoria, where a subscription-driven future is already in motion.
