In a strategic move that highlights Splend’s ambitious plans for growth, Behyad Jafari, former CEO of the Electric Vehicle Council (EVC), has recently taken on the role of Chief Growth Officer at the company. Known for his extensive experience in the electric vehicle (EV) sector, Jafari’s new role at Splend represents an exciting chapter for both him and the company as they seek to further cement their role in the rideshare community.
A Natural Fit for Growth
Having spent nearly a decade leading the Electric Vehicle Council, Jafari has been instrumental in shaping Australia’s electric vehicle landscape. His new role at Splend, a company he has long admired, offers him a unique opportunity to apply his expertise in a rapidly growing sector. During his time at the EVC, Jafari worked with various stakeholders to solve critical challenges and foster growth in the electric vehicle industry. Now, he brings this growth mindset to Splend, a company that he sees as being both innovative and deeply customer-focused.
Splend is not just another car leasing company; it specialises in providing flexible vehicle solutions for rideshare drivers, including rent-to-own and lease options. Jafari believes this focus on a specific subset of customers—those who drive for a living—enables Splend to offer a tailored product that meets the unique needs of its drivers. He notes that the company has been a long-standing member of the EVC, and its alignment with the electric vehicle movement is a key area for future growth.
Splend: A Pillar in the Rideshare Community
One of the reasons Jafari was drawn to Splend is the company’s strong sense of community. Splend’s business model is not just about leasing cars; it’s about providing rideshare drivers with the tools they need to succeed in their profession. According to Jafari, Splend views itself as a part of the rideshare drivers’ community. The company understands that for many drivers, their car is their livelihood, and Splend’s role goes beyond just providing a vehicle. It involves supporting drivers in every aspect of their journey, from offering insurance and maintenance to helping them optimise their earnings.
This deep connection to the rideshare community is central to Splend’s identity. As Jafari explained, the company doesn’t see rigid boundaries between providing a car and offering broader support. “Our customers are here to earn money, to provide for their families and achieve their own life goals,” says Jafari. “That’s what we are here to facilitate.”
Electric Vehicles as a Growth Driver
A significant part of Splend’s growth strategy revolves around the transition to electric vehicles (EVs). Jafari’s extensive experience in the EV space makes him the perfect fit to lead this initiative. He believes that rideshare drivers stand to benefit immensely from the shift to EVs, both in terms of reducing operating costs and increasing their earnings. With rising fuel costs and increasing government support for EV adoption, the time is ripe for this transition.
Jafari points out that Splend has already seen success in getting rideshare drivers into electric vehicles, with thousands of drivers now using EVs. These drivers, who cover far more kilometres annually than the average motorist, are proving that EVs can be reliable, cost-effective workhorses. “Our customers are driving five to six times more than the average driver, and they’re finding that EVs meet all their needs and help them make more money,” he explains.
The success of these drivers serves as proof that electric vehicles are not just viable but advantageous for professional drivers. Jafari notes that by demonstrating the benefits of EVs to such high-mileage drivers, Splend is helping to dispel common concerns about battery life and maintenance. “If it works for them, it will certainly work for the average consumer,” he adds.
Opportunities for Growth in Rideshare
Jafari sees a huge opportunity for growth in the rideshare market. With over 100,000 rideshare drivers in Australia and another 100,000 in London, where Splend also operates, there is ample room to expand the company’s offerings. Jafari is confident that Splend’s product—particularly its focus on flexible ownership and electric vehicles—can continue to attract more drivers in the rideshare space.
He also believes that focusing on the rideshare sector is the right move for the company in the short term. While there are other professional driving segments that Splend could explore in the future, the rideshare market alone presents significant growth potential. Jafari emphasises that Splend’s success comes from its laser-sharp focus on the needs of rideshare drivers. “We’ve been able to cook a special sauce by being focused here,” he says, hinting that the company’s ability to innovate within this niche has been a key driver of its growth.
A Commitment to Community and Integrity
Jafari’s personal connection to the rideshare industry adds another layer to his role at Splend. Growing up in Australia after immigrating as a child, Jafari’s father and uncles all became taxi drivers, an experience that gives him unique insight into the challenges faced by professional drivers. He recalls how difficult it was for his family to navigate the taxi licensing system and believes that the flexibility offered by rideshare platforms and companies like Splend can make a huge difference for drivers today.
Jafari is clear that Splend’s commitment to its customers goes beyond just offering a product. The company is dedicated to being an integral part of the rideshare community, providing real value and ensuring that drivers can meet their financial and personal goals. “This isn’t a space where you can just show up with nice marketing terms,” he says. “You have to be an honest member of the community and provide real services to survive—and Splend has done that.”
Looking Ahead
With Jafari at the helm of growth, Splend is well-positioned to continue expanding its footprint in the rideshare market, particularly as the shift to electric vehicles accelerates. His experience, combined with Splend’s innovative approach and commitment to its community of drivers, makes for a compelling growth story. For Splend, the future looks bright, with opportunities to not only grow its business but also play a crucial role in the broader transition to a more sustainable, electric future.
