Premiumization Strategy for Substitute Driving... Launch of 'Kakao T Daeri Premium'

[Asia Economy Reporter Buaeri] Kakao Mobility announced on the 18th that it will launch the 'KakaoT Daeri Premium' service.

'KakaoT Daeri Premium' is a premium designated driver service where veteran drivers dressed in suits provide full-service assistance from car retrieval to parking. In particular, it offers expanded insurance coverage compared to existing services, a premium customer-exclusive call center, car retrieval and valet services, and a waiting service (15 minutes free).

The designated drivers were selected after verification of accident-free records, review of Kakao T Daeri customer feedback and ratings, and face-to-face interviews, and they have completed professional training on customer service and safe driving.

Existing premium designated driver services were mainly corporate-oriented, structured so that only corporate clients' employees could use them. However, with the introduction of 'KakaoT Daeri Premium,' anyone can use the service through the 'KakaoT' app.

'KakaoT Daeri Premium' will start a pilot service in major metropolitan areas from today. Depending on customer demand by region, the service area and driver recruitment will gradually expand. Kakao Mobility plans to launch services for corporate clients in the fourth quarter and officially enter the corporate designated driver market.

Ryu Geung-seon, CEO of Kakao Mobility, said, "The concept of designated driving as a means of transportation to return home using one's own car after drinking is expanding to various contexts such as comfortable returns after hospital treatment or overtime work, broadening user needs. We will continue to strive to provide more diverse services tailored to consumer demands."