01 · The problem
The invisible cost was the real problem
Learning to drive felt less like a purchase than a succession of hard-to-predict payments: enrolment, materials, lessons, fees, administration and fresh decisions at every stage.
That fragmentation fed distrust. Learners could not always distinguish what they had paid for, what was compulsory and what remained ahead. Even a regulated fee could feel like another unexpected charge.
The opportunity lay in redesigning the whole financial experience so people could start knowing what they were committing to, rather than explaining each charge separately.
- 01
Enrolment
The first commitment
- 02
Training
Materials and theory
- 03
Practical lessons
Lessons for each licence
- 04
Fees
Mandatory costs
- 05
Tests
Administration and test bookings
The project dates approximately to 2020, during the post-pandemic relaunch. The date is a historical reference, rather than an exact documentary record.
02 · The decision
Turning a service into a product
The idea was to bring the expected elements of obtaining a licence under one name and present them as a turnkey solution. That became Carnet Todo Incluido.
The package was not a universal tariff. Each licence — car, motorcycle or professional category — needed its own configuration and a number of lessons suited to its training requirements.
The name made the promise explicit; packaging made it tangible; and the campaign took the concept into ecommerce and branches. Obtaining a licence became a product people could understand, buy, finance or give as a gift, instead of a chain of procedures.
The innovation was turning uncertainty into a clear product, rather than adding a discount.
03 · The product
One promise, different licences
The structure adapted to each category while keeping the central idea stable: group what is needed and reduce intermediate decisions.
- Access
- Enrolment, registration and the training materials included in the learning journey.
- Preparation
- Theory training and a volume of practical lessons calibrated for each licence.
- Administration
- Test fees and administration covered by the package configuration.
- Payment options
- A complete purchase with payment deferral available under the applicable terms.
Product system
One system, five journeys
The identity adapted to cars, microcars, motorcycles and professional licences without losing its central promise: making the process easier to understand.
Category B licence · Pack Todo Incluido. 
Microcar AML · Pack Todo Incluido. 
A2 motorcycle · Enrolment package with three lessons. 
Category C truck · Enrolment package with eight lessons. 
Category D bus + CAP · Pack Todo Incluido.
04 · The model
Historical data turned intuition into an offer
Gala had a large learner base and accumulated data on the typical number of lessons taken before passing. That scale made it possible to estimate a useful average for each category and build commercially viable packages.
The average was not meant to predict each learner’s journey. It was a product-design tool: it accommodated individual variation while radically reducing purchase uncertainty.
Financing was a second response to the same problem. Initially we worked with Abanca and Cofidis; when approval rates fell short of the product’s objective, the operation moved to Aplazame. The terms recalled from that period allowed up to 13 instalments, depending on the applicant’s profile, at an APR of 13.36%.
05 · The launch
From insight to the street
The product had to feel real before lessons even began. The welcome box brought together information and materials; the online shop allowed a complete package to be purchased; and the campaign gave the promise a recognisable form.
The same approach worked in branches, online and as a gift. For families, paying one overall amount was simpler than managing successive charges. For learners, it meant focusing on learning instead of anticipating the next payment.
The box, graphic system and licence-specific creative assets showed that the promise could remain recognisable across cars, motorcycles, microcars and professional categories.
06 · The impact
A new way to buy a driving licence package
During that period, Carnet Todo Incluido became the most purchased product option in both ecommerce and branches, excluding individual lessons.
The proposition remains in Gala’s catalogue and now covers several licence types. Comparable offers at other large driving schools show that the format has become part of the category’s commercial language; this is not presented as proof of a direct causal relationship.
- Most chosen product
- It became the most purchased product option online and in branches, excluding individual lessons.
- Still available
- Gala currently offers Todo Incluido packages for several licence categories.
- A recognisable format
- Other large driving schools now market packages with a comparable proposition.
Market evidence
An approach that feels familiar today
These captures document comparable offers in August 2026. Prices and terms belong to third parties and may change.
What made the idea scalable
The proposition required three capabilities that are difficult for a small driving school to combine: enough historical data to estimate average lesson usage, an operation able to absorb variation, and maintained ecommerce to configure and sell each package.
That context explains why the concept was particularly defensible for an operator of scale. Creativity helped identify the friction, define the solution and make it understandable to the market, rather than being added at the end to dress the product.
