Porsche is joining the ranks of automakers experimenting with new distribution methods. The German automaker has announced a new pilot program that allows consumers to subscribe to Porsche Passport.
Porsche Passport is the name behind a new subscription service the company is offering to buyers. Instead of simply owning or leasing a Porsche, buyers can subscribe via Passport for $2,000 or $3,000 per month. The cost of entry gains folks access to a mobile app that allows them to select a Porsche to drive for a fixed interval.
The program offers two tiers of service. The first tier, which is $2,000 per month, gives users access to 18 Porsche models, including 718 Boxster, Cayman S and Cayenne. Higher-end users can opt for the $3,000 per month package which adds in four more vehicles, the 911 Carrera S, Panamera 4S and Macan GTS.
In addition to the actual vehicle, the program includes all insurance, detailing and maintenance on the vehicles. As such, all users are subject to a background check prior to approval. Porsche also collects a $500 activation fee upfront.
For now Automotive News reports the program is offered only in the Atlanta area, which Porsche’s North American headquarters resides. The brand is hopeful the app-based service will pull in new people to engage with the Porsche brand, including Millennial buyers who may not want to commit to just one Porsche model.
What remains to be seen is if the subscription service siphons buyers away from dealerships, which would not set well with the Porsche dealership base. As of right now Porsche dealerships have no skin in the app game aside from maintaining the vehicles that are in the Porsche Passport fleet.
Porsche’s program is similar to one launched by Cadillac last year. Book By Cadillac costs $1,500 per month and gives buyers access to most of the Cadillac fleet, but caps users at 18 vehicle swaps per year.
Porsche says it will rollout Passport to other markets if the Atlanta trial is deemed successful.