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We continue to introduce you to british auto club. Interview with Arkady Vershebenyuk – former CEO of UBER Ukraine, and now a representative of EMF Capital Partners, which manages the British Auto Club company.
- Arkady, hello! First, I would like to ask what brought you to the British Auto Club? What interested you in the project? And where did you come from?
- It all started when I met the managing partner of the fund – Peter Lovas. He knew that I was launching UBER in Ukraine, and his vision was that the story with the British Auto Club needed a person who was not at all connected with the insurance market. He needed someone who, first of all, understands what launching new digital products and large projects is. We started exchanging ideas and realized that we had a lot in common in the vision of what the British Auto Club could become and the directions for further development of the project.
- So, as we can see, you and Peter worked together. But tell me, why do you think a project like the British Auto Club is relevant for Ukraine? Why is it interesting?
- There are several reasons at once. Firstly, similar organizations successfully exist in a number of countries. There are clubs in Germany, the USA, Britain, and Japan. Initially, these were classic clubs-associations of motorists with their membership fees, which provided assistance. Secondly, although Ukraine does not have similar traditions of club membership, there is an urgent need for this. This is due to the fact that the level of distrust of roadside assistance in our country is very high. Unfortunately, we don't even trust the police, not like commercial organizations. Mistrust is everywhere.
For example, in the event of a road accident, drivers have the opportunity to formalize everything according to the European protocol without involving the police, but only a few do so because there is distrust. Thirdly, drivers do not have a clear and simple solution: what to do if something happens on the road? There are about 8 million cars registered in Ukraine, and everyone has situations when they need help. I myself have had different situations and it started: «Google for help», «Where was my tow truck number?», «Which of my friends should I call?» and everything in that vein. That is why the three postulates of the British Auto Club appeared: “Owning a car should be: easier, cheaper and more enjoyable!”
- Now a somewhat philosophical question. Do you and the British Auto Club have any higher goal, having achieved which you and your colleagues will say: “Well done – we did it!”?
- There is, and more than one! (Smiles) The first mini-macro goal – everyone who owns a car should have a yellow button on their smartphone. We want it to be associated with help! So that it reaches the masses and brings real benefits! Then I want to go beyond just help. As a motorist, I understand that I would be interested in receiving useful information on a proactive level. Not some imposed messages or mailings, but something really useful. Therefore, we would like to create a real club that will give motorists understanding – together with the british auto club they get confidence, exceptional quality of service and real benefits!
- So, can we say that you want to make a cult brand out of the yellow button, a la Apple, for example?
- Apple's laurels, of course, do not give peace to many, to be honest. I will say this: to make the yellow button a strong brand – this is really our goal. But we understand that this is possible only on condition that the product is really good. That is why we strive for this!
- And finally, Arkady. Imagine that all 8 million Ukrainian motorists gathered in front of you. What advice would you give them?
- Good question. I'll say it like a regular driver:
Source: Press Center of the British Auto Club
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