Careem Deepens Mobility Play with Strategic Investment in Swapp’s Digital Car Rentals

Careem has taken a minority stake in Swapp, the UAE-based digital car rental platform, marking the first time the super app has invested directly in one of its partner services. Swapp had already been integrated into Careem’s ‘Everything App’ back in 2022, where it operates as Careem Car Rental, but this new move suggests a firmer commitment to growing the car subscription and rental model across the region.

Swapp’s selling point is pretty straightforward: no need to visit a physical rental office, wrestle with paperwork, or hang about in queues. Instead, customers can book online and have a car show up at their doorstep—sometimes in as little as an hour. Vehicles range from everyday models like Nissan and Toyota to luxury names such as Porsche and Ferrari, and there’s also a growing line-up of electric cars. Personally, I reckon the push for EVs in this market is spot on, especially with rising awareness around sustainability.

According to the company, renters can swap their vehicles during the contract, choose short- or long-term rentals, or even opt for a lease-to-own pathway. It’s flexible, which certainly speaks to younger professionals in Dubai who may not fancy being locked into buying a car outright. And let’s be honest, ownership in a city with ever-changing lifestyles can be a bit of a faff.

Swapp’s CEO, Uzair Moosa, described being embedded within Careem’s app as a big boost, enabling “unparalleled convenience and cost-savings” for thousands of customers. Meanwhile, Careem’s COO, Adeeb Warsi, pointed out that demand for flexible rentals is only climbing as people look for affordability without giving up quality.

Looking at the numbers, the UAE’s car rental market is projected to hit $175 million in revenue this year, with online channels contributing a hefty 87% by 2030. Revenues are expected to climb towards $223 million, driven by digital-first experiences—a tide that Swapp seems well positioned to ride.

From where I sit—and having seen countless founders in the MENA space hustle to digitise clunky old industries—what Swapp is doing feels very much in line with the region’s appetite for quick, tech-enabled solutions. It also underlines Careem’s ongoing shift from a ride-hailing pioneer into a broader lifestyle platform. On the flip side, competition in the mobility scene is fierce across the Gulf, so execution will, well… make or break things.

At Arageek, we’ve often spoken with early founders wrestling with outdated systems, and I’m reminded of a young entrepreneur in Amman who once told me, “if you don’t make life easier, you’re just another app on the phone.” Swapp’s partnership with Careem seems to tick that box, though whether it can scale profitably is another question.

Either way, for Careem users browsing the Everything App, booking a rental car just became even more seamless—and that’s definately going to be noticed by anyone too busy to queue up at a rental desk.

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