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Rental giant Enterprise launches car subscription service

A car subscription service which will allow consumers to pay monthly to drive vehicles from six different classes is being launched by the parent company of Enterprise Rent-A-Car, National Car Rental and Alamo Car Rental.

Enterprise Holdings has announced a plan to launch the service, which will allow customers to swap into different types of car four times a month, with access to up to 20 different models, in the next few weeks in the US market.

It has 5,800 locations across the USA. Initially the service will be available in three states.

The subscription also includes maintenance, insurance, roadside assistance and Sirius radio within the fee, which Enterprise has not yet disclosed.

It will be the group's first step in the mobility as a service (MaaS) market, which is being touted as a new alternative to car ownership for some motorists.

"Our new vehicle-subscription service will offer consumers another innovative mobility alternative, without the long-term financial burden or commitment typically associated with traditional leases or purchases," said Randal Narike, executive vice president of operations. 

Subscription services are already being trialled in various forms by BMW, Cadillac, Jaguar, Porsche and Volvo.

  • For views and insights into how motor retail will adapt to new technologies and consumer behaviour come to the Automotive Retail Congress on May 21. Click here for more details.

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