Published: Wed, October 11, 2017
Sport | By Gary Shelton

IPhone, Galaxy…911? Porsche joins the car-subscription race

IPhone, Galaxy…911? Porsche joins the car-subscription race

The German automaker has joined the short list of companies offering subscription-based access to its line-up, with the debut of Porsche Passport. The automaker calls it a "white-glove" service meant to give users app-driven access to a different Porsche on a flexible schedule. According to a report from Bloomberg, Porsche is launching an intriguing new subscription program that will enable auto aficionados to get behind the wheel of various Porsche vehicles for relatively little money - with relatively, of course, being the operative word.

"Our Strategy 2025 vision is to be the most aspirational brand in a new era of mobility and consumer expectations", said Porsche North America CEO Klaus Zellmer. There is also a one-time activation fee of $500, as well as a background and a credit check.

As part of the subscription, all vehicle tax, registration, insurance and maintenance costs are taken care of. "Catering to customers' desire to experience our sports cars in new ways is a part of our core strategy, With Porsche Passport, we now offer our customers a simple and flexible driving solution at their fingertips". Once approved, the vehicle will be delivered to the member's requested location in metro Atlanta beginning November 2017. When you want a new vehicle, you can schedule either a future or same-day swap.

Porsche is partnering with Atlanta-based startup Clutch Technologies LLC, which sells analytics software that can predict which models will be in demand based on past customer behaviour, weather conditions, and other factors.

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Porsche wants to expand the program across the USA - no word on Canada - but will gauge customer reaction in Atlanta before it makes a move.

Porsche has dubbed the service Porsche Passport. The possibility of future market expansion will be determined after the pilot program. That 53-acre complex features a driver development track with eight educational modules totaling 4.1 miles, a business center, and Restaurant 917.

Crucially, there's no mileage cap, meaning a cross-country trip in an electrified Porsche is just a few taps away.

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