SelfDrive’s Soham Shah on raising the bar for premium mobility services

Digital car rental platform SelfDrive Mobility recently launched  OTO — a tech-driven, chauffeur-powered luxury service currently operating across the UAE, Qatar, and Bahrain.

From tailored intercity rides and event transport to corporate and school mobility, OTO aims to revolutionize how business travelers, tourists, and high-net-worth individuals experience comfort and sophistication on the move.

We speak to Soham Shah, founder and CEO of SelfDrive Mobility, about the inspiration behind OTO, its unique market positioning, growth strategy, and the trends shaping the future of mobility.

What inspired SelfDrive to launch the new chauffeur-driven, luxury service?

At SelfDrive Mobility, we’ve always been focused on addressing evolving consumer needs through innovation and convenience. Over the last few years, we noticed a strong demand for elevated, chauffeur-driven experiences — especially among tourists, business travelers, and high-net-worth individuals. With OTO, we wanted to reimagine what premium mobility looks like in today’s digital-first world. The goal was to integrate a curated luxury fleet and professional chauffeur services to create an experience that goes beyond transportation—offering reliability, sophistication, and ease.

What truly sets OTO apart is the personalised touch we bring to every journey. From tailored route planning to attentive chauffeur services, we ensure that each ride is crafted around the individual needs and preferences of our clients, delivering a seamless and luxurious travel experience every time.

What is the anticipated growth of luxury, chauffeur-driven services in the years to come?

The luxury chauffeur-driven market in the GCC is set to grow steadily, driven by rising tourism, increased business travel, and demand for tech-enabled premium mobility. The premium transportation sector is expected to reach Dhs17bn by 2030, with an annual growth rate of 8% over the next five years.

Recent trends — such as a significant rise in passenger volumes, expanding fleets, and a 44 per cent increase in trips within the luxury and e-hailing space —underscore the sector’s momentum. As the region strengthens its position as a global hub, platforms like OTO, offering a seamless blend of personalisation and luxury, are well-positioned to lead this shift.

What trends do you see ruling the auto industry in the coming months and years?

In addition to chauffeur-driven services, the rise of electric vehicles and autonomous taxis is transforming urban mobility. EVs reduce emissions and promote sustainability, while autonomous taxis improve efficiency, safety, and accessibility.

Together, they will reshape infrastructure with smarter traffic systems and expanded charging networks, leading to cleaner cities and a more seamless, customer-centric transport experience.

OTO is addressing a critical gap in the market by optimizing vehicle utilisation through a strategic pool of luxury cars that leverage existing infrastructure.

What sets OTO apart from other chauffeur-driven services currently operating in the UAE, Qatar, and Bahrain?

What truly sets OTO apart is that it’s more than just a chauffeur-driven service — it’s a comprehensive, all-in-one premium mobility solution. Under one unified platform, we offer a wide range of services tailored to meet diverse customer needs, from hourly, daily, and monthly chauffeur bookings to intercity transfers, corporate mobility, group transport, event rides, and even school rides.

Whether you’re a business executive, a tourist, attending a major event, or a parent seeking reliable school transportation, OTO brings all these services together seamlessly. We identified a clear gap in the market for a premium, technology-driven chauffeur service that simplifies bookings while offering a range of tailored options.

Every OTO journey is powered by a professionally trained chauffeur, a luxury vehicle, and a commitment to excellence — making premium travel more accessible, convenient, and connected than ever before.

Do you have plans to expand to other GCC or international markets? If so, what’s the timeline?

Yes, absolutely. We see strong potential for OTO in other GCC markets such as Saudi Arabia, Kuwait, and Oman, as well as select international destinations where premium chauffeur-driven mobility is in demand. We are set to launch in the UK as early as Q3 of 2025.

This will be followed by a strategic expansion across GCC markets in Q4 of 2025. The phased rollout will align with market demand, strategic partnerships, and our commitment to ensuring the same level of service excellence.

What kind of investment went into the development and launch of OTO, and what are your projected returns over the next 12–24 months?

The development and rollout of OTO is a part of our strategic investment of $5m.

We’re projecting strong EBITDA margins upwards of 20–25 per cent over the next 12–24 months, driven by increasing demand for premium, reliable mobility solutions in both the business and leisure sectors.

What are your plans for the upcoming years?

We’re focused on scaling OTO across new markets, continuously expanding our luxury fleet, and enhancing the personalized user experiences. We also plan to integrate more sustainable vehicles, including electric and hybrid models, to support the UAE and GCC’s green mobility goals. In parallel, we’ll continue developing corporate partnerships and strategic collaborations to deepen our reach in the business travel and travel trade segment.

Our long-term vision is to make OTO the go-to premium chauffeur-driven service across the Middle East and beyond.