You don’t need to buy a supercar to drive one anymore. If you have the cash and a smartphone, you can now book a high-performance Porsche or SUV and have it appear in your driveway. Porsche is testing a new subscription model called Porsche Passport, launching in November 2017. It targets the growing demographic that prefers access over ownership. The pilot program starts in Atlanta, where users can swap out their daily driver for something sharper, faster, or simply different.
How the Porsche Passport Subscription Works
The entry point is the “Essentials” tier. For $2,000 a month, you get access to eight specific Porsche models. You choose one. It comes to your home. You drive it for the month. If you want more variety, you can upgrade to the “Premium” tier for $3,000 a month. That unlocks on-demand access to 22 different model variants across the Porsche lineup. You can swap cars as often as you like within that monthly cycle.
All the annoying paperwork is handled by Porsche. Insurance, registration, taxes, maintenance, detailing, and roadside assistance are bundled into that monthly fee. Mileage is unlimited. This is a key differentiator. Traditional leases penalize high mileage. Porsche Passport does not. You can floor it on the highway or tear up back roads without watching the odometer.
The barrier to entry is low, financially speaking, but you do need to commit. There is a $500 setup fee. You must pass a background check. And you need a steady income to cover the monthly bill. It is not a rental. It is a recurring subscription.
“There is a target group out there… not so much interested in owning a car, but using a car.”
— Klaus Zellmer, President and CEO of Porsche North America
Why Porsche Is Betting on Access Over Ownership
Klaus Zellmer, Porsche’s North American CEO, says the idea came from observing social trends. People, particularly younger demographics, are moving away from the idea of a single vehicle for life. They want flexibility. They want to drive a convertible in the summer and an SUV in the winter. They want to try the new 911 GT3 without signing a three-year lease.
The program is a pilot. If it cannibalizes traditional sales, Porsche will kill it. If it builds brand loyalty among users who might not afford a Porsche outright, it could be a game-changer. It turns a luxury purchase into a service. It lowers the psychological barrier to entry. You are not buying a liability. You are renting an experience.
Who Else Is Doing This?
Porsche is not the only luxury brand exploring subscriptions. Cadillac launched a similar app-based service in the New York metropolitan area in 2017. The cost is $1,500 a month. It offers a range of Cadillac models, from sedans to SUVs. It targets the same urban professional demographic.
Then there is Revolve. This service takes the multi-brand approach. For $2,000 a month, you get access to a fleet that includes Jaguar, Tesla, BMW, Mercedes-Benz, Audi, Land Rover, Cadillac, Maserati, and Porsche. The catch is the commitment. You must sign up for one to four months. Revolve currently serves only the South Florida area. It is less flexible than Porsche Passport, which allows monthly changes, but it offers broader brand variety.
The Subscription Economy Is Booming
This shift reflects a larger trend. Subscription boxes are everywhere. In the U.S. alone, there are more than 2,000 different subscription services. They range from women’s clothing and men’s razors to dog treats and toys. Cars are just the next frontier.
The logic is simple. Consumers are tired of maintenance, depreciation, and long-term commitments. They want convenience. They want to try before they buy. Or maybe they just want to feel
