AM Online

Jaguar Land Rover launches zero deposit car subscription service

Land Rover Discovery

Jaguar Land Rover’s InMotion mobility services arm has launched a new all-inclusive car subscription service, targeting high-mileage drivers with the “hassle-free” mobility solution.

UK residents can now subscribe to the service, named Carpe, which allows them to get behind the wheel of a brand-new Jaguar or Land Rover vehicle without having to place an initial deposit.

JLR said in a statement: “Carpe allows subscribers to get a new car every year and the vehicle specifications can be tailored to meet individual needs, with no restrictions on mileage.

“The vehicle, servicing, maintenance, insurance, roadside assistance and delivery is included in the all-inclusive, unlimited motoring package cost.”

The cost of an all-inclusive unlimited motoring package under the Carpe scheme starts from £910 per month for a standard specification Jaguar E-PACE through to £2,200 per month for a range topping Range Rover Sport HSE (excluding VAT).

Insurance is included in the monthly cost and sees drivers covered by a fully comprehensive policy, provided by Allianz.

Routine servicing and maintenance is included in the subscription cost and will be completed by Jaguar and Land Rover franchisees.

A spokesman for JLR told AM that franchisees would be remunerated for their aftersales service in the same way they are today with vehicles sold by JLR on leasing contracts ​

Carpe is handling all aspects of the sale during a period which hoped to provide "proof of concept", he said, adding that distribution channels subject to a review "once results from the proof of concept have been thoroughly assessed". ​


Sebastian Peck, managing director, InMotion Ventures, said: “We know there is appetite for unlimited motoring packages and demand is growing rapidly for subscription services that better meet individual needs.

“For people who love driving premium vehicles but are tired of inflexible contracts, a subscription to Carpe is the solution.

“We aim to give our customers as much flexibility, freedom and choice as we can. We are excited to see Carpe come to market”.

Last week Volvo announced its intention to drive growth through the use of subscription services.

The Swedish brand said that half of all cars it offers to customers will be provided via its new subscription service by 2025 as part of its new business plan.

Volvo believes that the move will help it reach its aim of building a total of “more than five million direct consumer relationships” by its target date.

Hakan Samuelsson, president and chief executive of Volvo Cars, said: “Our customers’ expectations are changing rapidly. This means that Volvo Cars is also changing rapidly. These initiatives will help transform Volvo from being purely a car company to being a direct consumer services provider.”

Click here for retailing best practice and procurement insight

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


No comments have been made yet.