Plenty of automakers have tried appealing to commitment-averse buyers who no longer want to own cars. But Volvo has left the competition in the dust.
The luxury brand is enjoying robust demand for its Care by Volvo subscription program that is simpler than the normally paperwork-laden car-buying process: One flat fee covers insurance, taxes and "digital concierge services" like fueling, cleaning and valet pick-up and drop-off for vehicle maintenance.
Launched in the U.S. late last year, the initiative is still going strong even as rival vehicle subscription services suffer setbacks. Volvo hit its yearly subscription goal within the program's first four months, says Bob Jacobs, Volvo Car USA's VP for product, marketing and communication, who declined to specify the goal. "There's definitely demand for this program," he says.