Southern California-based Karma Automotive announced the creation of a new mobility experiences division to help build its long-term brand value and create opportunities for target consumers to enjoy premium hands-on experiences in the luxury electric Revero.

The new mobility division will initially offer short-term rentals of a small fleet of Reveros stationed at luxury hotels in Southern California. Although aimed at the kind of luxury hotels frequented by Karma's customer base, the carsharing model can be expanded to include other prospective buyers. 

Karma has partnered with San Francisco-based Ridecell to provide the technology platform that powers the luxury mobility services program. Customers can use a Karma branded Android or iOS app designed by Ridecell to arrange for their short-term rental and access their assigned Revero located at a convenient luxury hotel location.

The new division will be led by Sean Hazaray, Karma Mobility Program Manager, who explained the team plans to provide a series of products focused on various luxury mobility experiences. For example, beyond the initial luxury hotel activation, Karma's mobility Reveros could also be used to provide personalized instant test-drives outside of a dealership setting, rides and luxury shuttle services at key corporate marketing activations, and for targeted influencers and other stakeholders.