Porsche is targeting millennial consumers with a new application-based subscription service that initially has been tested with Atlanta residents, the program is the result of a cooperation between the automaker and Clutch Technologies, both based in Atlanta. Like the Cadillac's Book program and the upcoming Care by Volvo, Porsche Passport offers users access to demand for up to 22 different vehicles for a fixed price which also covers registration, maintenance and insurance. Those who live in the Atlanta metro area can apply through Apple and supported Android Porsche Passport smartphone application. After being approved, a one-time activation fee of $ 500 allows subscribers to choose from a variety of Porsche models to drive as well as swap based on different needs or preferences. The service is even fast enough to support same day vehicle exchanges. Porsche Passport is offered in two membership plans, "Launch" and "Accelerate". The "launch" level starts at $ 2,000 per month and includes access to eight model variants including the 718 Boxster and Cayman S as well as the Macan S and Cayenne. Porsche's $ 3,000 per month "Accelerate" plan expands user options to include 22 variants such as the 911 Carrera S, the Panamera 4S sports sedan, the Macan GTS and the Cayenne S E-Hybrid SUV. A minimum of 30 days commitment is required for both plans. The luxury sports-car brand of Volkswagen AG is adding Las Vegas, San Diego, Phoenix and Toronto to the pilot program it started in Atlanta almost two years ago.
Automakers are dangling subscriptions to try to reach younger consumers accustomed to streaming movies on Netflix or summoning rides from Uber, with mixed results.
As part of the expansion, Porsche dealers will start running the subscription programs, instead of the manufacturer.