Enterprise Holdings announced that it will be launching the U.S. car rental industry’s first vehicle-subscription service in the next month.
“The name of the game in ground transportation today is more access, more flexibility and more convenience — whether it’s for an hour, a day, a week or longer,” Randal Narike, executive vice president of operations for Enterprise Holdings said in a press release.
“That means Enterprise is closely evaluating every possible option, from vehicle-subscription services and award-winning digital apps to autonomous technology and artificial intelligence,” he added. “We will be starting in three states, to allow sufficient time to study vehicle-subscription services and consumer preferences. When it launches throughout the U.S., the service will be fully vetted and specifically designed to meet evolving consumer needs.”
With an integrated network of more than 5,800 Enterprise-branded rental locations throughout the country, the company is able to offer access to a wide variety of local transportation options.
“Our new vehicle-subscription service will offer consumers another innovative mobility alternative, without the long-term financial burden or commitment typically associated with traditional leases or purchases,” said Narike.
Customers will pay a monthly fee to subscribe and select from six different vehicle classes and more than 20 makes and models. In addition, subscribers can swap out vehicles up to four times per month if they so desire. The new service will also include conveniences such as physical damage and liability coverage, maintenance, registration, roadside assistance and Sirius radio (when available).
Enterprise is partnering with General Motors to boost the number of connected vehicles in its fleet, as well as implement mobile tablet technology that can help speed up the administrative process at rental counters. The company also recently acquired Deem, a leading mobile and cloud software technology provider.
“Enterprise Holdings continues to succeed in the highly competitive mobility sector because we understand how and where customer service and innovation intersect,” Narike said. “Introducing new programs like vehicle subscription is just one more example of that mindset.”