Shift Magazine, March 25, 2019 — The definition of vehicle subscriptions is in flux, as the industry starts playing with the model to see what will work best.
Subscription is not about “forcing our consumers in a single-use case,” Joe George, president of mobility solutions at Cox Automotive, said at the NADA Show in San Francisco in January. Many consumers purchase larger vehicles but really need the space only on occasion, he said. His wife, for example, drives a seven-passenger SUV all year just to accommodate family coming to town over the holidays.
“How can we allow customers the ability to match the vehicles with the use case they they have?” he said.
The answer? A broader product offering to appeal to a wider pool of consumers, George says.
