Home Insights Subscription based membership in car industry

The Porsche Passport program, which starts at $2,000 a month, allows customers in Atlanta to sample up to 22 different models in its portfolio. Members can request cars using an app designed by Clutch Technologies, Porsche’s Atlanta-based technology partner that also handles delivery. The average turnaround time is about two hours, and users can swap vehicles as often as they want. The cars are stored at a facility in Metro Atlanta when they’re not rented to subscribers. Service and maintenance are taken care of by two local Porsche dealerships.

Klaus Zellmer, president and chief executive of Porsche Cars North America, says the program could appeal to parents who need an SUV during the week but want a sports car for the weekend, or to a Hollywood director in town for a three-month shoot. “Through Porsche Passport we look to welcome new customers to our brand,” Zellmer says. “We want to attract members who are constantly on the go, or perhaps have relocated to Atlanta for short periods of time.”

Mercedes-Benz and BMW are considering their own subscription service programs in California too.

Source : Jaclyn Trop is a Los Angeles-based freelance reporter covering cars (Fast Company)