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Cadillac, Volvo, BMW & Mercedes All Offer Auto Subscription Services

Millennials aren’t interested in buying cars, so automakers are hoping they’ll subscribe to them instead.
book by Cadillac, car subscription, car subscription services, car subscription cost

Though subscription services are more expensive than owning a vehicle, manufacturers are banking that millennials’ fickle tastes and thirst for novelty will compel them to conclude the price is worth it. And a recent Edmunds investigation found that some services are actually cheaper than a traditional lease, especially if one lives in a city with high insurance rates.

“It comes down to three things,” Melody Lee of BOOK by Cadillac told CNN. “Flexibility, simplicity and personalization.”

Proponents point out subscribers could drive, say, a convertible in the summer and a 4WD SUV in the winter, or a pickup truck if they need to move something large.

“Me personally, I’d rather have my own car, keep it, store it, take care of it, you know,” Tim Bedard, a resident of Toledo, Ohio, told CBS affiliate WTOL in a story about Jeep’s early-June announcement of a new subscription service.

“I know it’s mine, but if somebody wants a faster car or a different design that comes out every two years or every year, I think it’s a great idea for somebody.”

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    Kat Merck is a freelance writer and editor based in Portland, Oregon. An amateur naturalist who stud... keep reading