You Can Now Subscribe to Porsche, But Should You?

If you can’t afford a Porsche, you probably can’t afford Porsche’s new subscription program, either.

The idea behind Porsche Passport, which launches in Atlanta next month, is to provide subscribers with any model of Porsche they wish at any time they wish. It’s a compelling idea, but the privilege won’t come cheap.

Car subscription models are popping up in select markets around the country. One in San Francisco, for example, is offering cars for $99 per month and between 50 cents and $1 per mile. While those rates include gas, insurance, roadside assistance, and unlimited swaps, it won’t take many miles before the monthly costs exceed the price of simply buying or leasing a vehicle.

Will people pay even more for unlimited access to the Porsche fleet?

Porsche Cars North America CEO Klaus Zellmer said in a statement,

Our Strategy 2025 vision is to be the most aspirational brand in a new era of mobility and consumer expectations. Catering to customers’ desire to experience our sports cars in new ways is a part of our core strategy…. With Porsche Passport, we now offer our customers a simple and flexible driving solution at their fingertips.

For $2,000 per month, subscribers can have unlimited access to the 718 Boxster and Cayman S sports cars, plus the Macan S and Cayenne crossovers. Those who jump to $3,000 per month can also have the Porsche 911 Carrera S, the Panamera 4S, the Macan GTS, and the Cayenne S E-Hybrid delivered whenever they wish.

According to Porsche, membership plans include vehicle tax and registration, insurance, maintenance, and detailing. If you live in Atlanta, you’ll just need to pay a one-time activation fee of $500, choose your subscription level, and pass background and credit checks. Once approved, the vehicle you choose will be delivered to your location. You can then use an app to schedule same-day or future vehicle exchanges.

For people who have money to burn, get bored with their cars easily, or need different vehicles on different days, a subscription program could work. For those who take pride in ownership, drive a lot, or like to customize their cars, a lease or purchase would make far more sense.

Porsche will use the Atlanta program as a pilot and expand into other markets if it succeeds.

While the subscription model is a new option for mobility in a changing world, it’s still a glorified rental and could cost much more than buying or leasing for many commuters.

Would you pay $3,000 per month for unlimited access to Porsche vehicles?


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