Porsche revamps subscription programs | Auto Remarketing



Porsche is looking to take advantage of growing consumer interest in subscribing to products and services they want most.

On Tuesday, Porsche Cars North America, Inc. introduced a monthly single-vehicle subscription (SVS) program in Los Angeles, Atlanta, Phoenix and San Diego.

This program powered by Clutch Technologies offers members access to a single Porsche model for one or three months for an all-inclusive fee, starting Sept. 25.

The OEM explained the new option coincides with the expansion of its existing monthly multi-vehicle subscription and rental programs to Los Angeles, the largest city yet to host the programs.

Dealerships participating in this SVS program include:

— Atlanta: Hennessy Porsche North Atlanta and Porsche Atlanta Perimeter

— Los Angeles: Porsche Downtown LA

— Phoenix: Porsche North Scottsdale

— San Diego: Porsche San Diego

Porsche said that the automaker is forging ahead with multi-vehicle subscription after the initial experience has shown it reaches new audiences for the brand.

In all existing markets, the OEM discovered 80% of participants have been new to Porsche, many are younger than the average age for current Porsche buyers or lessees, and more than a third enroll for at least four months.

Adding a single-vehicle option reflects a preference among some members to stay in one model instead of switching vehicles, according to Porsche.

Starting Sept. 25, Los Angeles-area customers will be able to choose from a variety of current Porsche model variants, including the new Cayenne Coupe, for shorter-term vehicle access than a traditional lease or purchase. To sign up, individuals can download the Porsche Drive app available on Apple and Android devices to apply for membership.

At the same time, Porsche highlighted that it’s rebranding its new mobility offerings under the name Porsche Drive. What had been the monthly subscription program Porsche Passport will now be Porsche Drive — multi-vehicle subscription, and the shorter-term offering will be Porsche Drive — rental.

Similarly, the company explained the new monthly subscription program with access to one vehicle will be Porsche Drive — single-vehicle subscription.

“If California were a country, it would be our fifth-largest market in the world,” PCNA president and chief executive officer Klaus Zellmer said in a news release. “After bringing Porsche Drive to San Diego last summer, Los Angeles was an obvious choice to allow customers to experience a variety of Porsche sports cars and SUVs at the touch of an app.

“Now, in addition to our Porsche Experience Center Los Angeles track, LA residents or those visiting LA have another way to enjoy a Porsche,” Zellmer continued.

In light of current circumstances, Porsche also emphasized that all Drive programs include deep cleaning of vehicle between users and social distancing at delivery and pick-up, as well as other measures to protect the safety of customers and staff. More details can be found on this website.

The automaker reiterated specific details about each of its offerings:

• Porsche Drive — single-vehicle subscription grants members access to a single Porsche model for one or three months, with concierge delivery and pick-up within the delivery area. When signing up for the program, members can choose from a variety of current model variants for their monthly subscription. After the initial subscription period, members can extend their membership in the existing model or choose a new vehicle. With the exception of fuel, all operating costs including vehicle maintenance and insurance are a part of the flat monthly fee (plus taxes and fees) that varies depending on model variant. Models and pricing are available on this website.

• Porsche Drive — multi-vehicle subscription is a monthly program that offers members unlimited vehicle swaps at the touch of an app. Cars are delivered and picked up by a concierge anywhere a customer chooses within the delivery area. With the exception of fuel, all operating costs including vehicle maintenance and insurance are a part of the flat monthly fee of $2,100 (plus taxes and fees) for the “Launch” membership that includes a variety of current model variants and $3,100 (plus taxes and fees) for the “Accelerate” level that adds higher-performing variants of other models to the menu, including the iconic 911.

• Porsche Drive — rental offers shorter commitments than a month, such as weekend getaways, date nights, or vacations. It is also app-based, with daily and weekly usage options. Customers can retrieve vehicles from the participating dealership, and upon the completion of the rental, a concierge will pick up the vehicle within the delivery area or the vehicle can be returned to the participating dealership. Prices for Porsche Drive range from $245 (plus taxes and fees) for one day in a Macan to $2,415 (plus taxes and fees) for weekly usage of a 911.

Due to the success of the multi-vehicle subscription program first launched in Atlanta in November 2017, Porsche pointed out that it expanded to Las Vegas, Phoenix and San Diego last August. Los Angeles is the newest city to host the program.

The OEM recapped that the technology platform for the program is managed by Clutch Technologies that has been part of the program from the start. As of last August, the expansion of Porsche Drive includes a new role for Porsche dealer partners in all expansion cities, who oversee the customer experience and the fleet, including white-glove vehicle delivery and maintenance.

To sign up for Porsche Drive, the automaker guided individuals to download the Porsche Drive app (available on Apple and Android devices) or visit porschedrive.com to enter their ZIP code in the check service availability section to determine eligibility for the programs. If a ZIP code lies within the service area, Porsche said an individual can then apply for membership or a rental vehicle through the app.

For the subscription and rental programs, the OEM explained the service area includes ZIP codes within a roughly 50-mile radius of the participating dealer and the delivery area is a 20-mile radius around the dealership where a concierge delivers and picks up vehicles.

If a customer is outside that delivery radius, the company said they will need to come into the delivery area or to the dealership to make a flip.

Furthermore, Porsche Drive subscription programs require an activation fee of $595 (unless joining SVS for three months which waives the activation fee), and membership approval is dependent on a background check. Sign up is now open for the programs in all active markets (excluding Las Vegas), with a go-live date in Los Angeles of Sept. 25. 

In July, the Las Vegas programs were temporarily suspended due to COVID-19’s impact on the local economy. Customers interested in signing up for Porsche Drive in Las Vegas can still download the Porsche Drive app to join the waitlist until the programs resume operation.

For additional information on the programs, individuals can also email info@porschedrive.com or call (888) 369-9904.

Source : AutoFinanceNews