Marti’s Ride-Hailing Service Introduces Dynamic Pricing to Improve Rider Experience, Increase Driver Earnings, and Increase Company Revenue

Rhea-AI Summary

Marti Technologies (NYSE American: MRT), Türkiye's leading mobility super app, has launched a dynamic pricing model for its ride-hailing service. The new system adjusts fares in real-time based on supply and demand, aiming to improve service efficiency and user satisfaction.

The implementation began in Istanbul and is being rolled out nationwide. This launch comes three months after Marti started monetizing its ride-hailing service, where it remains the only at-scale operator in Türkiye.

Marti has projected revenue of $34.0 million for 2025, representing a 2.1x increase from its 2024 target of $16.6 million. The company expects the dynamic pricing implementation to further positively impact revenue.

Positive

• Introduction of dynamic pricing expected to improve operational efficiency
• Projected revenue growth of 110% from 2024 ($16.6M) to 2025 ($34.0M)
• Monopolistic position as the only at-scale ride-hailing operator in Türkiye
• Successfully monetized ride-hailing service within past three months

Negative

• None.

Insights

Financial Analyst

The implementation of dynamic pricing represents a critical strategic shift for Marti, with substantial revenue implications. The projected $34.0 million revenue target for 2025 - a 110% increase from 2024's $16.6 million target - demonstrates aggressive growth ambitions. Dynamic pricing could significantly boost per-ride revenue during peak demand, potentially improving gross margins. This pricing model has proven successful for global ride-hailing leaders, typically increasing platform revenue by 20-30% when properly implemented. However, execution in the Turkish market, with its unique economic conditions and price sensitivity, will be crucial. The company's monopolistic position as the only scaled ride-hailing operator in Turkey provides pricing power advantages, but also requires careful balance to maintain market growth.

Market Research Analyst

This strategic move addresses three critical market dynamics: supply optimization, demand management and revenue maximization. The Istanbul rollout provides an ideal testing ground, as urban density and varied demand patterns can demonstrate the system's effectiveness. Similar implementations by global ride-hailing platforms have shown that dynamic pricing typically increases driver availability during peak hours by 30-40% and reduces wait times by 20-25%. The Turkish market's unique characteristics, including high urbanization rates and price-sensitive consumers, will require careful calibration of the pricing algorithms. The absence of major competitors gives Marti significant room to experiment and optimize, though this advantage must be balanced against the risk of user pushback against surge pricing.

Tech Expert

The technical implementation of dynamic pricing requires sophisticated real-time data processing capabilities and machine learning algorithms to effectively balance supply and demand. Key success factors will include accurate demand forecasting, granular geographic pricing zones and seamless integration with the existing app infrastructure. The system must process multiple variables including time of day, weather conditions, special events and historical patterns. The gradual national rollout approach is prudent, allowing for algorithm refinement and system optimization. Integration challenges often include real-time fare calculation, driver incentive alignment and user interface updates to explain price variations transparently. The platform's ability to handle peak load during high-demand periods will be important for maintaining service reliability.

ISTANBUL--(BUSINESS WIRE)-- Türkiye’s leading mobility super app, Marti Technologies, Inc. (“Marti” or the “Company”) (NYSE American: MRT) today announced the launch of its dynamic pricing model, designed to improve service efficiency and enhance user satisfaction in its ride-hailing service. This innovative pricing strategy adjusts ride-hailing fares in real-time based on supply and demand, ensuring that riders receive timely service while helping drivers maximize their earnings.

The launch of Marti’s dynamic pricing model comes just three months after the Company announced that it has begun monetizing its ride-hailing service. Marti remains the only at scale ride hailing operator in Türkiye.

Key Highlights:

• Real-Time Fare Adjustments: Prices fluctuate according to supply and demand dynamics, allowing for more efficient ride allocation and improved match rates between riders and drivers
• Enhanced Earnings for Drivers: By responding to market conditions, drivers benefit from increased fare rates during peak times
• Improved Rider Experience: Riders experience reduced wait times and increased availability of rides during high-demand periods

"Our commitment to delivering exceptional service drives us to continuously innovate," said Oguz Alper Oktem, founder and CEO of Marti. "Dynamic pricing is a significant step toward optimizing our platform for both riders and drivers. By aligning prices with real-time market conditions, we ensure a more responsive and rewarding experience for everyone involved."

The implementation of dynamic pricing, which Marti launched in Türkiye’s largest city Istanbul, is currently being rolled out across the country. The Company anticipates that this strategic move will not only enhance operational efficiency but also strengthen Marti’s long-term competitive position in Türkiye’s ride-hailing market.

Prior to the introduction of dynamic pricing, Marti announced that it expects to complete 2025 with $34.0 million of revenue. This is 2.1 times higher than Marti’s 2024 performance target of $16.6 million of revenue. The introduction of dynamic pricing is expected to have a further positive contribution to company revenue^(*).

^(*) Expectations and targets are not necessarily indicative of future attainment.

The 2025 revenue guidance provided herein is based on Marti’s current estimates and assumptions and are not a guarantee of future performance. Such guidance is subject to significant risks and uncertainties, including the risk factors discussed in the Company's reports on file with the Securities and Exchange Commission (“SEC”), that could cause actual results to differ materially. There can be no assurance that the Company will achieve the results expressed by this guidance.

Cautionary Note Regarding Forward-Looking Statements

Certain statements made in this press release constitute forward-looking statements within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including, without limitation, statements related to the ride-hailing business and its anticipated growth, the expected future performance and market opportunities of Marti and the ride-hailing business, and the Company’s expected revenue. These forward-looking statements are based on management’s current expectations. These statements are neither promises nor guarantees, but involve known and unknown risks, uncertainties and other important factors that may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements, including the risks discussed in the Company’s filings with the SEC, including the Company’s Annual Report on Form 20-F. Marti undertakes no obligation to update publicly any forward-looking statements, whether as a result of future events, new information or otherwise, except as required by law.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250106529633/en/

Investor Contact

Marti Technologies, Inc.

Turgut Yilmaz

investor.relations@marti.tech

Source: Marti Technologies, Inc.

FAQ

What is Marti's (MRT) projected revenue for 2025?

Marti projects revenue of $34.0 million for 2025, which is 2.1 times higher than its 2024 target of $16.6 million.

How will dynamic pricing affect Marti's (MRT) drivers and riders?

Dynamic pricing will allow drivers to earn more during peak times and help riders experience reduced wait times and increased ride availability during high-demand periods.

Where has Marti (MRT) launched its dynamic pricing system?

Marti has launched dynamic pricing in Istanbul, Türkiye's largest city, and is currently rolling it out across the country.

What is Marti's (MRT) market position in Türkiye's ride-hailing sector?

Marti is currently the only at-scale ride-hailing operator in Türkiye.

When did Marti (MRT) begin monetizing its ride-hailing service?

Marti began monetizing its ride-hailing service three months before the announcement of dynamic pricing.