Enterprise Holdings is to launch a new vehicle subscription service in the next month; said to be a first for the US car rental industry.

For a monthly fee, customers will be able to select from six different vehicle classes

In return for a monthly fee, customers will be able to subscribe and then select from six different vehicle classes – full-size and premium sedans, small and mid-sized SUVs, and small and medium trucks – representing more than 20 makes and models. Subscribers will also be able to swap out vehicles up to four times per month.

The monthly fee will cover areas including physical damage and liability coverage, maintenance, registration, roadside assistance and Sirius radio (when available).

The service will initially launch in three states before rolling out nation-wide, drawing on the firm’s integrated network of more than 5,800 Enterprise-branded rental locations throughout the US.

“The name of the game in ground transportation today is more access, more flexibility and more convenience – whether it’s for an hour, a day, a week or longer,” said Randal Narike, executive vice president of operations for Enterprise Holdings.

“That means Enterprise is closely evaluating every possible option, from vehicle-subscription services and award-winning digital apps to autonomous technology and artificial intelligence,” Narike noted.

“Our new vehicle-subscription service will offer consumers another innovative mobility alternative, without the long-term financial burden or commitment typically associated with traditional leases or purchases,” he added.

The new service builds on the firm’s work to expand into mobility. Since 2008, Enterprise has spent almost $2.4 billion on acquisitions and corporate-venture capital investments or commitments in the US, Canada, the UK, France, Ireland, Spain, Brazil and China. These acquisitions include car rental companies, carshare operations, technology platforms and franchises.

“Enterprise Holdings continues to succeed in the highly competitive mobility sector because we understand how and where customer service and innovation intersect,” Narike said. “Introducing new programs like vehicle subscription is just one more example of that mindset.”