The introduction of Private Lease in the Netherlands
How an advertising campaign led to Mijndomein Auto

Joost van Rooij

As the legend goes, it started as an idea for an advertising campaign. Mijndomein was growing and to boost the brand awareness, billboards were being used. In negotiations with the outdoor advertising companies Henri de Jong once said. “For that kind of money, we could have a car with Mijndomein branding on it driving around”. And that is what we did. The idea was to launch a subscription on a new car with a monthly fee for people to drive. In Mijndomein style, the subscription was offered via a website and a simple registration process. People that took a car with Mijndomein branding on it, would get a further discount. We assumed the interest of people would be there, so now it was time to find car companies that were willing to support the idea as well. At that time, a phenomenon that would later be known as private leasing, this was not yet offered in the Netherlands. Finally we found one car dealership that was willing to take the risk. 

‘why be ordinary
when you can
be extraordinary’

The introduction was a huge success. Most people thought that people wanted to own their car and that they would not be open for this construction or that they would allow any form of branding on a car. The opposite was true. Many people found the offer very attractive and we had given them an opportunity to drive a new car at very affordable prices and hassle free. Private leasing in the Netherlands was born and many other players followed. The adventure of private leasing with Mijndomein Auto was our stepping stone into the next adventure of car sharing which is mentioned in another section. 

We are a group of colleagues, brands, members and investors with a shared interest. Making more impact on society with less impact on the environment.

We’re round and square

If you do what you always did, you will get what you always got. But there are other ways. Putting impact first. Providing fresh perspectives. Changing the status quo. Are you with us?




A domain name for every one, the start of Mijndomein
Making domain names accessible, affordable and easy


Connecting people across the World Wide Web
Making all Top Level Domains available


The introduction of Private Lease in the Netherlands
How an advertising campaign led to Mijndomein Auto


Standing firm for a safe and open internet
How to win a lawsuit against a rabbit


Starting our own bonds platform to raise money
Why support banks if we can support each other


Think local, the introduction of puntFRL and dotAmsterdam
Introducing unique domain extensions


The end of possession, the concept of Shared Mobility and Energy  
Getting inspired to start new adventures 


Introducing an energy company that does not earn on usage
Building a Shared Energy-as-a-Service platform


Making work more fun for everyone
Introducing even better working conditions


Launching car number 1.000 in Groningen
MyWheels mission started in 1993 already

imple mart hareable


Henri de Jong
Tamara de Groot
Stephan Plat
Karina Tiekstra
Joost van Rooij
Angela van de Klok
Roy Bauweraerts
Peter-Jan Karens
Stefan Heesakkers
Leon van der Kolk
Ewout de Graaf
Erik Smit
Dion Goudkuil
Auke Ferwerda
Herman Veenstra
Hans Valk

And many other talented people. Want to become a part of The Sharing Group?

Career Opportunities