Porsche is taking aim at millennial consumers with a new app-based subscription service that will give Atlanta residents the option to get behind  wheel of its cars for a fixed monthly fee. Similar to Cadillac’s Book program and the upcoming Care by Volvo, Porsche Passport gives users on-demand access to up to 22 different vehicles for a flat rate that also covers registration, maintenance, and insurance.Those living in Atlanta’s metropolitan area can apply through  Apple and Android supported Porsche Passport smartphone app. After being approved, a one-time activation fee of $500 enables subscribers to choose from a variety of Porsche models to drive as well as swap based on different needs or preferences. The service is even quick enough to support same day vehicle exchanges.Porsche Passport is offered in two membership plans, “Launch” and “Accelerate.” The “Launch” tier starts at $2,000 a month and includes access to eight model variants that include 718 Boxster and Cayman S, as well as the Macan S and Cayenne. Porsche’s $3,000 a month “Accelerate” plan expands users’ options to include 22 model variants such as the 911 Carrera S, the Panamera 4S sports sedan, the Macan GTS and Cayenne S E-Hybrid SUV. A minimum 30-day commitment is required for both plans.”Our Strategy 2025 vision is to be the most aspirational brand in a new era of mobility and consumer expectations,”told President and CEO Klaus Zellmer of PCNA. “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.”

The new subscription service comes as part of a collaboration between the German automaker and  Atlanta-based software startup Clutch Technologies LLC.”Porsche Passport will provide increased choice and flexibility for new target groups in the Atlanta market,” told Vince Zappa, President of Clutch Technologies. “Clutch is proud to be the enabling technology behind the service.”The service is currently in pilot phase, and a possible expansion to other markets is yet to be determined. With deliveries beginning next month, young Atlantans with a limited budget yet hankering for expensive sports cars would be wise to take notice.

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