Porsche launches subscription auto hire program

Porsche Passport will offer "frequent vehicle exchanges, unrestricted mileage, and on-demand access for up to 22 different Porsche models", Porsche says.

The cheapest of two membership plans, called Launch, comes for a not inconsiderable monthly subscription fee of $2,000 (£1,500).

The starting point is a fee of £1500 a month, which will give access to eight Porsche models, including the 718 Boxster, Cayman S and Macan S, with all costs included - even insurance.

That's the entry-level package, and it costs $2000 a month. Due to the sheer value of the cars that subscribers will be getting access to, the company will also do a background check and a credit check on all aspiring members.

The subscription program is on its pilot phase in Atlanta, and its success will determine how Porsche will move forward with its vehicle subscription plans in the future.

The German supercar giant is testing a subscription service which allows users to drive a Porsche of their choosing on demand, switching between up to 22 models as and when they choose. Catering to customers' desire to experience our sports cars in new ways is a part of our core strategy.

"Our Strategy 2025 vision is to be the most aspirational brand in a new era of mobility and consumer expectations", said President and CEO Klaus Zellmer of Porsche Cars North America.

The Passport subscription service will begin in Atlanta this November.