Enterprise will be launching a vehicle subscription service in the US next month, enabling customers to subscribe to a car for a monthly fee.

“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 at Enterprise.

Customers will be able to choose from six different vehicle classes – full-size and premium sedans, small and mid-sized SUVs, and small and medium trucks. Subscribers will also be able to swap the vehicle up to four times per month.

The monthly fee will include extra conveniences including physical damage and liability cover, maintenance, registration, roadside assistance and streaming service Sirius radio.

The service will initially be available in three states, enabling the company to trial the offering and assess customer preferences.

“Enterprise is closely evaluating every possible option, from vehicle-subscription services and award-winning digital apps to autonomous technology and artificial intelligence,” added Narike. “Enterprise continues to succeed in the highly competitive mobility sector because we understand how and where customer service and innovation intersect. Introducing new programmes like vehicle subscription is just one more example of that mindset.

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“The name of the game in ground transportation today is more access, more flexibility and more convenience – whether it’s for an hour, a day, a week or longer.”

Subscription services in the UK have been gaining momentum, with BMW and Volkswagen both signing deals with subscription firm Drover to launch their own services.

“Given the changes we face in the automotive landscape, and as drivers’ needs change, we need to adapt from traditional concepts like outright ownership, into more flexible and user-friendly options like subscriptions,” said Claire McGreal, brand strategy and mobility services manager at Volkswagen UK.