Buying a Hyundai is no longer mandatory — at least not in Italy. The Korean brand has launched MOCEAN, its own car-subscription service: drivers can take a vehicle for 12 or 24 months with no down payment, while insurance, servicing and roadside assistance are bundled into a single monthly fee. Even the sign-up process is online, right down to choosing how the car is delivered.
The opening line-up is far from token. MOCEAN includes the i20, BAYON, KONA, TUCSON and SANTA FE with petrol, diesel mild-hybrid and full-hybrid powertrains. Hyundai is not abandoning traditional Renting, though: those contracts run for 36–48 months and require an advance payment. In practice, the brand now has two clearly different routes — a more flexible subscription for people who do not want a long commitment, and long-term rental for customers ready to plan their costs several years ahead.
For Hyundai, this is not an experiment starting from scratch. MOCEAN first appeared in Europe in Barcelona in February 2021, when customers were offered contracts lasting from 6 to 24 months. Now the subscription model has reached another major European market.
And this is not the final form of the service. In the coming months, shorter 3- and 6-month subscriptions are due to arrive in Italy, while EVs and plug-in hybrids will join the range. Hyundai has not yet disclosed specific prices or exact timing for the expansion.
