Why buy one Porsche when you can have 22 Porsches?

Posted on Oct 11, 2017 by

is revolutionising the business of selling cars with a new subscription service called Passport that lets you pay a monthly fee for cars-on-demand, and drive any one of up to 22 different models

porsche passport 1

By 2050 two thirds of the world’s population will live in cities, some six billion people, tripling all urban traffic. Owning a personal vehicle, looking for parking, registration, insurance and the lot will be an even bigger chore than it is today. In future smart cities, fully connected and e-mobile, you won’t even want to own a car.

Manufacturers understand this and are moving towards a shareable model where consumers get to drive what they want when they want, cars-on-demand, although it’s all been tentative talk until now.

Porsche has just become the first car maker in the world to offer the first steps towards a car-sharing future, with a new Porsche Passport subscription program announced for Atlanta (where Porsche’s North American headquarters are) in a pilot roll-out before potentially going worldwide.

“Catering to customers’ desire to experience our sports cars in new ways is a part of our core strategy,” said Porsche North America boss Klaus Zellmer.”With Porsche Passport, we now offer our customers a simple and flexible driving solution at their fingertips.”

The idea is simple — instead of selling you an actual car, Porsche wants to sell you a month-to-month contract that offers unlimited mileage, and on-demand access to one of 22 different Porsches available.

So, say you go for the less expensive ‘Launch’ subscription service, you get eight different car choices including the mid-engined 718 Boxster and the Cayenne SUV, for $2,000 a month. Or, there is the more expensive ‘Accelerate’ package giving you access to 22 models, including 911s, Panameras and hybrids.

Everything else is included, which means maintenance, servicing, insurance and all the nitty gritty, even detailing, plus subscription members can use an app to flexibly book their Porsches, with the company promising same-day service and vehicle exchanges. That means that you might have Jebel Jais planned for this weekend, so you whip out your phone and call in a Boxster, but next week your in-laws are landing at Al Maktoum, so you pre-book a Macan. 

This is pretty revolutionary for car sales, and will run in the Atlanta area only for the time being with customers required to download the Porsche Passport app and pick up a $500 activation fee. We’ll be keeping a close eye on how many other manufacturers catch on to the same idea.

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