Enterprise Rental to Debut Vehicle Subscription Plan
Enterprise Holdings Inc. plans to launch a subscription-based pilot program next month in the U.S.
Subscribers can choose among plans in six vehicle classes covering 20 makes and models. Classes range from pickup trucks and SUV/crossovers to fullsize and premium cars.
Members can swap vehicles within their plan four times per month. A flat monthly fee covers registration, insurance, routine maintenance, roadside assistance and satellite radio. Pricing rates weren’t disclosed.
Initially, the service will be limited to three unnamed states. A national rollout is due later. Between its namesake brand and Alamo and National chains, Enterprise has 5,800 locations across the U.S.
Carmakers and dealerships have been testing subscription plans for several years with varying levels of success. Ford Motor Co.’s Lincoln brand is in the process of revamping its program after limited consumer interest.
Ride-hailing firm Lyft Inc. is launching a pilot program in Chicago that will offer participants financial incentives not to drive their own vehicles for a month.
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