Mexico’s first-time micromobility users increase during World Cup

Source: Zag Daily Image source: Rui Yao, Unsplash

Two of the country’s operators, Whoosh and Jet, both partnered with LEVA-EU member Segway as their vehicle solution provider, and have shared some details about the figures to sustainable-mobility publication Zag Daily.

Whoosh

Prior to the World Cup, Russia-based micromobility company Whoosh had been operating e-scooters in various cities in Brazil, Columbia and Chile, and launched its first Mexican offering in Monterrey in April 2026, with a permit through to September 2027. This launch was followed by a sixty-day pilot in Mexico City specifically to serve the World Cup.

In Mexico City, Whoosh introduced a promotional campaign in conjunction with Segway. The campaign enabled each rider in Mexico City to claim one free e-scooter trip of up to 20 minutes, with the offer later expanded to riders in Monterrey.

Limited quantities of the free trips were offered, with a quota cap of 6,250 trips during the campaign’s course, with a monetary value of over 197,000 Mexican Pesos (€9,800). Of this quota, over 4,050 free trips were claimed, and over 31,000 trips in total were made during the campaign period in the two cities.

Over 80% of the free trips claimed (3,286) were made by first-time users, reaching a high of over 400 on the day of the final match in Mexico on July 5th.

Whoosh reports having acquired 7,600 new users in Mexico during the sixty-day pilot. Almost 65% of users took further trips after their initial free ride. Sebastian Declety, Country Manager for Whoosh Mexico, highlighted the campaign’s demonstration of micromobility’s potential during such high-profile and high-demand events.

“The collaboration with Segway helped highlight scooters as an accessible, efficient and sustainable complement to existing transport options.”

“It reinforced the importance of strong coordination between vehicle partners, local operations, city stakeholders and communications teams. Clear user guidance, localised messaging and flexible on-the-ground execution were key to supporting a safe and positive rider experience.”

Jet

A promotional campaign by Kazakh-based operator Jet took a different approach, again in conjunction with Segway. 500 e-scooters were deployed in Moneterrey in April 2026 and a further 500 in Mexico City on June 10th, with the operator permitted to increase this to 1,000 on match days.

Beginning on June 24th, Jet and Segway deployed promoters in Mexico City to distribute codes for free rides until June 26th. Jet’s Latam CEO Ilia Timakhovskii, said, “This was our way of getting as many people as possible in Mexico City to try e-scooters for the first time.”

Between June 26th and July 5th, the campaign changed from offering free rides, to a 50% discount on up to three trips in that period, and capped at 70 Pesos (€3.50) per trip off the total trip price. Timakhovskii put that discount into perspective: “A typical 30-minute ride in Mexico costs around 100 pesos (€5). Under the promotion, that comes down to about 50 pesos (€2.50).”

During both periods of the campaign, Jet reports that riders logged almost 5,500 promotional minutes’ riding over 300 trips, and more than half of the rides were from first-time riders. Timakhovskii said, “It was clear evidence that the promotion did exactly what it was designed to do: bring new people into shared micromobility. Initiatives like this one are how we make urban mobility more accessible and how we complement the transport options a city already has.”

Segway’s viewpoint

Zack Yan, Vice General Manager of Segway-Ninebot’s Commercial Mobility Business Division, spoke about the potential of targeted campaigns to support first-time riders in overcoming perceived barriers.

“Segway supported the campaign by helping make the rider promotions possible while our operator partners led the local execution and user engagement on the ground.”