Laura Harewood

Driving Revenue, Rewriting the Rules

Laura Harewood has spent three decades in automotive without ever intending to. Now, as Chief Revenue Officer of Australia’s largest car subscription service, she’s helping rewrite how the country thinks about getting behind the wheel.

Laura Harewood’s entry into the automotive world was, by her own admission, entirely unplanned. Fresh out of university with a business degree and a hospitality focus, she did what most graduates do — cast the net wide. Hotels, airlines, car rental. It was the people on the other side of the table who helped her chose this direction.

“The deciding factor was who interviewed me. They were both young and in senior positions of a car rental firm — I recognised this as a career growth opportunity.”

She has fine tuned that instinct to read a room, spot potential, and back herself. Today, Laura is Chief Revenue Officer at Karmo, the Australian car subscription platform that has grown from a Perth-based rideshare operation to national coverage across five major states since its 2019 launch.

Ask Laura to explain car subscription to someone who’s never heard of it, and she makes it sound almost obvious. “Today we subscribe to everything — so why not a car. There is a minimum term, no maximum, and Karmo opens opportunities for everybody to drive a new car permanently.”

This car ownership model sits, as she puts it, nicely between car rental and leasing in the vehicle access scope. You can choose a plan, set your kilometre allowance and insurance level, and pay one regular amount. After the minimum term, everything is up for renegotiation — the plan, the car, the whole arrangement. It’s flexibility built around real life.

The numbers suggest Australia is ready for exactly this kind of thinking. The industry is projected to reach US$2.7 billion by 2032, and a recent Deloitte study found that 47% of Australians aged 18 to 34 are open to replacing ownership with subscription altogether. Half of young Australians are now considering mobility-as-a-service over owning outright. Brand loyalty, meanwhile, is softening — with half of all Australians planning to switch brands for their next vehicle.

“The appetite for subscription with lower emissions has increased — actually doubled month on month since March. I think the EV demand and economic environment are feeding each other. People’s preferences have shifted in recent months with savings sourced at the fuel pump.”

She’s pragmatic about what comes next, though. “I do think this demand will settle and the word ‘hybrid’ will return — but you can’t ignore the consumer change.”

The challenge Laura relishes most isn’t managing growth — it’s the particular thrill of carving out entirely new territory. When asked what she loves most about her work she says, “it’s the challenge of opening a new segment in a traditional market and that sense of achievement.” 

As CRO, her commercial fingerprints are across every part of Karmo’s expansion. Partnership strategy is a key pillar, and Laura has a clear philosophy about what makes one worth pursuing: “Beneficial, respectful and honest for both parties, with a long-term vision.” It’s an approach that mirrors how she leads internally.

When asked what she looks for when hiring, she’s refreshingly direct — personality, above almost everything else. “You will spend more time with this person than your family — it’s vital you have similar values and complementary character,” she says. Though she adds, with a laugh: “Their football team.”

Once someone is in the door, what earns Laura’s attention is straightforward. “Initiative. Seeing a gap and working through it, solving problems before being asked, and being part of a team.”

And when promotion is on the table, she’s looking beyond the numbers. “Consistency and impact through team and results — with emotional intelligence. The emotional aspect sometimes can be missed with high-level results. I think it’s on par for importance.” She’s specific about what that means in practice: “Self-awareness, respect of peers, manage stress and adaptability.”

For all her authority, Laura is candid about the internal battles that haven’t gone away. “Confidence and technology,” she says, when asked about the challenges she continues to navigate. 

Her approach to confidence is deliberate and considered. “I do read a lot of books, and I tend to listen, gather my thoughts, and then speak up.” On technology, she’s equally honest: “I fall into it. It can’t be ignored. I do rely on my team in this space and learn as I watch.”

It’s a refreshing admission from a senior leader — and one that shapes how she thinks about culture and flexibility within Karmo. Flexible work arrangements and parental leave are givens. But Laura is also proud of the deliberate investment in programs that open doors for women specifically. SA State Manager Shenelle Clout recently completed a scholarship through AfMA. Head of Product Carolyn Ong was named a finalist in the Lead Tech Awards. Head of Marketing Elena Woods came to Karmo directly through the WinA noticeboard.

When asked about work-life balance, Laura is clear, it is not a myth. “It’s a must,” she says. “It’s not easy sometimes as work can consume your time and you mentally. Planning ahead to ensure you have time to complete tasks and meet deadlines is important.” Her system is practical: calendar blocks for focused work, strategic work-from-home days to cut through noise. And then, the non-negotiables. “Exercise is vital — something for fresh air and a good sing-out-loud moment." She delivers her final thought on the subject without a trace of irony: “I do a good J-Lo.”

The best advice she’s ever received? She doesn’t hesitate. Lean In: Women, Work and the Will to Lead by Sheryl Sandberg. The book that told a generation of women to stop waiting for permission.

Thirty years in, Laura Harewood clearly took that to heart.