We can subscribe to food, diapers and clothes, so why not luxury cars? Porsche is adapting to the non-ownership impulses of upscale millennials by offering “Porsche Passport,” a new sports-car and SUV subscription program that affords flexible access to Porsche vehicles via a mobile app.
The pitch for this luxury spin on the sharing economy: “The Porsche Passport monthly subscription is an alternative to owning or leasing—drive a Cayenne SUV today and a Cayman sports car tomorrow.”
For $2,000 a month, under its “Launch” plan, Porsche will make available initially to 50 people in the Atlanta area on-demand access to eight models including the 718 Boxster and Cayman S, as well as the Macan S and Cayenne. For another $1,000 a month, “Accelerate” includes on-demand access to 14 more model variants including the 911 Carrera S, the Panamera 4S sports sedan and the Macan GTS.
Under the open-ended pilot, plans require a one-time activation fee of $500, and participants have to buy their own gasoline. But Porsche Passport covers vehicle tax and registration, insurance and maintenance as well as detailing.
Members (who must apply and be approved) can switch vehicles as often as they want, enjoy unrestricted mileage, and have them delivered with white-glove service wherever they want in metro Atlanta beginning next month, including same-day switches.
“Porsche Passport will provide increased choice and flexibility for new target groups in the Atlanta market,” said Vince Zappa, president of Clutch Technologies, a startup which sells analytics software that can predict which models will be in demand depending on variables including weather and past customer behavior.
Porsche wants to be “the most aspirational brand in a new era of mobility and consumer expectations,” stated Klaus Zellmer, president and CEO of Porsche Cars North America. “With Porsche Passport, we now offer our customers a simple and flexible driving solution at their fingertips.”
With Passport, Porsche joins Cadillac and Volvo with subscription services for drivers who really like a lot of choices. Under the Cadillac plan, called Book, for $1,500 a month subscribers can trade in and out of Cadillac’s 10 models up to 18 times a year.