Subscription Commerce

Porsche Test Drives Vehicle Subscriptions

In an attempt to bring in new customers, Porsche is testing out a vehicle subscription service in Atlanta, where Porsche Cars North America, Inc. is headquartered.

Through the Porsche Passport service, members can pay $2,000 or $3,000 for access to Porsche vehicles via a mobile app, with vehicle deliveries scheduled to start in November.

The company is working with Atlanta-based Clutch Technologies, who developed the app and already markets a vehicle subscription service in parts of the country.

“Hopefully we can engage some people we normally don’t engage with the brand,” Porsche Cars North America CEO Klaus Zellmer told Automotive News.

With this new service, Porsche is hoping to attract two types of customers: someone on a long-term stay in Atlanta for business and a successful millennial who would rather experience driving a variety of vehicles instead of buying just one. Some subscribers could also use the service as an extended test drive.

Dealers will benefit from getting all maintenance and repair work, as well as the vehicles to sell used after they move out of the Passport fleet.

“As long as we don’t replace people who would normally just buy a car, then everyone benefits, because it’s additional business, and we protect ourselves from somebody else delivering this opportunity,” Zellmer said.

The pilot will be limited to 50 customers with a fleet of 60 to 70 vehicles, and members can make an unlimited number of vehicle switches. The $2,000-a-month plan includes access to eight model variants, including the 718 Boxster, Cayman S and Cayenne. For $3,000, members get access to 22 variants, including the 911 Carrera S, Panamera 4S and Macan GTS. The cost includes vehicle tax, registration, insurance, maintenance and detailing.

While the pilot doesn’t have a set timetable, if it “goes horribly wrong,” it could be over in six months, Zellmer said. But if it goes well, it will likely expand to other locations in 12 to 18 months.

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