Enterprise Holdings is to launch a vehicle subscription service in the US later in May ahead of plans to roll the scheme out across the country.

The scheme will start in three states, to allow sufficient time to study vehicle subscription services and consumer preferences

Initially launching in three states to scope out consumer preferences, the scheme will enable drivers to pay one monthly fee 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 – with subscribers able to swap out vehicles up to four times per month.

The monthly fee will also include extra conveniences such as physical damage and liability coverage, maintenance, registration, roadside assistance and Sirius radio (when available).

The service is aimed at drivers looking for greater access and flexibility. Although vehicle subscription services have been around in the US for several years – with OEMs having entered the sector in the last couple of years – changing attitudes to mobility are seeing them increasingly gain traction with consumers.

“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,” said Randal Narike, executive vice president of operations for Enterprise Holdings.

The new Enterprise Holdings programme marks the latest in a line of strategic mobility and technology initiatives that have seen it launch a range of local transportation options as well as solutions such as implementing mobile tablet technology that digitizes rental transactions and eliminates administrative bottlenecks at rental counters. The firm has also recently acquired Deem, a leading mobile and cloud software technology provider, and is partnering with Voyage to help introduce autonomous driving technology as well as new best-in-class sensor technology.

“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 Narike.

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