Poppy, the D’Ieteren-owned mobility provider with its iconic red cars, is today launching Poppy Lease, a 100% digital, flexible offering for Belgian private individuals and the self-employed. The project actually started three years ago under the name MyPop as a test phase.
Belgium lags far behind its neighbours in private leasing. A study by Renta, the Belgian Federation of Vehicle Rental Companies, revealed that only 13,200 private individuals in Belgium have a private lease contract, a mere 5.3% penetration compared to our Dutch neighbors, where around 250,000 individuals lease privately. Poppy saw this as an opportunity and launched Poppy Lease.
Flexibility
Poppy is convinced that consumers increasingly want shorter commitments, quick access, and the ability to adapt. Poppy Lease users can therefore choose vehicles from a range of D’Ieteren brands, including Volkswagen, Audi, Skoda, Seat, and Cupra, with a focus on the most popular models from these five major brands.
Contract terms range from 1 to 24 months, rather than the traditional 3- to 5-year leasing contracts. “Many people simply don’t know what their mobility needs will look like in three, four, or six years,” says Auriane Gillet, General Manager of Poppy Lease.
The cars are designed for everyday use, with subtle branding and in a discreet color. A key feature is that customers can change vehicle models during their contract term, making it easier for their mobility solution to adapt to changing personal and professional needs.
Digital process
The process is entirely digital: vehicles, contract duration, and mileage package can be selected on the Poppy Lease website, and any vehicle shown as available can be delivered within five working days, either to a collection point or directly to the customer’s home or workshop. The formula is apparently a hit, mainly because of its flexibility.
“More than a thousand drivers have now signed a Poppy Lease contract,” continues Auriane Gillet. 72% of these users had considered traditional leasing but hesitated because of its inflexibility. Poppy Lease gave them the flexibility they were missing.”
With Poppy Lease, the company now bundles all services into a single mobility platform: taxi rides, car sharing, short-term rentals, and multi-month leasing. All these options can also be combined into a single central billing system, which simplifies administration.
What is the difference between Poppy Lease and traditional leasing?
Long-term private lease in Belgium usually includes insurance, maintenance, roadside assistance, and registration, with predictable monthly costs. Because Poppy Lease focuses on short-term contracts, its monthly price is likely to be higher per month than classic long-term leasing, but with a much lower total commitment.
This positions Poppy as an alternative for flexibility-driven drivers rather than for long-term bargain hunters. Poppy Lease is most compelling for urban drivers, young professionals and freelancers, families in transition, and drivers who want to try out different electric cars without a binding, multi-year contract.
For those with predictable long-term needs, classic private leasing or even a financed purchase remains financially more efficient.
