Porsche, or more specifically Porsche Cars North America (PCNA), have announced that it will be launching a subscription service to offer customers flexible access to some 22 models within their offered line-up.
Called Porsche Passport and starting November, pretty much anyone with $2,000 US Dollars to throw down can have access to a wide swath of Porsche vehicles - from their sports cars, sedans, and SUVs - and swap them out depending on needs through a mobile app. However, the pilot service is for now only available well-heeled residents of the metropolitan are of Atlanta, Georgia.
Following how the new Passport programme is received, Porsche will then move to expand availability throughout other major cities and onward to support more countries as well, though now the automaker is leaning on new partner Clutch Technologies to handle the technology, fleet, and customer management end of the equation. Conveniently, they are also based in Atlanta.
The long-term Spotify/Netflix ‘subscription’ model is a new business model for the automotive industry, which has up until now has relied upon a single transaction whereupon the new owner will be responsible for the vehicle. Time will tell if this month-to-month access window model will catch on with cars like it has with low-commitment entertainment subscriptions.
Porsche Passport, therefore, operates in same vein as ‘Audi On Demand’ that caters to customers in San Francisco and, more recently, the ‘Care By Volvo’ service announced in tandem with the reveal of the Swedish marque’s XC40 crossover.
New customers are required to pass a background and credit check following a $500 activation fee upon signing up, but following that will have access to models such as the 718 Boxster, 718 Cayman S, Macan S, and Cayenne for US$2,000/month. However, for US$3,000/month, a larger catalogue of 22 models become available, including the 911 Carrera S, Panamera 4S, Macan GTS, and Cayenne S E-Hybrid.
Interested Atlantans can sign-up for either tier of the Passport service, respectively called ‘Launch’ and ‘Accelerate’, by downloading the companion smartphone app for iOS or Android and upon activation (which requires a one-time fee of US$500) can schedule same-day or future vehicle exchanges.
"Our Strategy 2025 vision is to be the most aspirational brand in a new era of mobility and consumer expectations. Catering to customers' desire to experience our sports cars in new ways is a part of our core strategy," said President and CEO Klaus Zellmer of PCNA. "With Porsche Passport, we now offer our customers a simple and flexible driving solution at their fingertips.”
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