Introducing Canada’s first luxury car subscription service

By CRM staff

Toronto, Ontario — November 30, 2018 — Have you ever wanted to drive around in different luxury vehicles each month? Thanks to a new Canadian subscription service app, you can do just that.

British Columbia’s largest automotive dealership group, the OpenRoad Auto Group, launched its own Portfolio app, Canada’s first all-inclusive luxury car subscription service.

Similar to media subscription services, this app allows users to get behind the wheel of one of the nine luxury vehicle brands – Audi, BMW, Genesis, Infiniti, Jaguar, Land Rover, Lexus, Mercedes-Benz, and Porsche. It doesn’t end there; the service also allows drivers to easily switch their vehicle for another car.

“[The Portfolio app] is sort of like Netflix, but you get to drive amazing luxury vehicles,” explained OpenRoad Auto Group CEO Christian Chia.

To use the service, there is an initiation fee of $750, then subscribers can choose from one of three packages they have to offer. The packages range in prices from approximately $2,000 to $3,000 to drive around vehicles that are valued at over $100,000.

“What we’re seeing is a lot of urbanization — we’re seeing a lot of people moving into smaller homes, some that have a single-car garage or a shared garage. And with those changes come changes in how we provide cars and how we sell cars,” said Chia.

The industry is changing indeed. A recent survey released from the Jim Butler Auto Group shows the increasing popularity of vehicle subscription services, with more than half of the drivers surveyed responding as having an interest in subscribe-and-drive services. In fact, 70 percent of 18 to 34-year-olds and 61 percent of 35 to 54-year-olds expressed openness to this model.


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