Rental Car Firm Enterprise Plans to Launch Subscription Service in May

Enterprise Holdings, parent of Enterprise Rent-A-Car, plans to launch a vehicle-subscription service within the next month, according to a company press release.

The pilot program will start in three states and allow customers — for a monthly fee — to select from six vehicle classes, including full-size and premium sedans, small and mid-sized SUVs, and small and medium trucks. Customers will be able to swap out vehicles up to four times per month. The service also offers the option to bundle physical damage and liability coverage, maintenance, registration, roadside assistance, and Sirius radio to subscriptions.

The service is an attempt to offer customers a mobility alternative free of a long-term financial burden or commitment typically associated with traditional leases or purchases, Randal Narike, Enterprise Holdings’ executive vice president of operations, said in the release.

An Enterprise Holdings spokeswoman declined to comment further, noting that additional details — such as pilot states and the number of vehicles that would be added to the fleet — would be released in May. Enterprise Holdings currently has 2 million vehicles in its global fleet.

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