Jaguar Land Rover taps into mobility vibe with new subscription service

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Jaguar Land Rover has launched a new subscription service to bring an alternative to vehicle ownership and leasing in the UK.

The new service allow members to change vehicles every six months

Car subscriptions are forecast to account for 10% of European and US sales by 2025 and the new scheme, dubbed Pivotal, will allow members to change vehicles every six months or even pause membership to bring mobility on a more flexible basis.

It’s actually the replacement to the Carpe offering developed 18 months ago, again by the carmaker’s InMotion mobility services arm. The previous scheme enabled drivers to subscribe to driving a brand-new Jaguar or Land Rover for 12 months with no deposit.

Vehicles on offer under the new Pivotal scheme bring a range of plug-in vehicle options, including the electric Jaguar I-Pace and the Range Rover Evoque and Land Rover Discovery Sport plug-in hybrids that launched two months ago and start deliveries later this year.

The Land Rover Discovery and Discovery Sport and all four members of the Range Rover family are also included, while the new Land Rover Defender will be introduced at a later stage. All will be supplied through dealers.

Members pay a single monthly payment that covers the rental cost, insurance, tax, servicing and repairs. Multiple membership tiers bring different options.

The new scheme comes as carmakers increasingly look to take a stake in the Mobility-as-a-Service (MaaS) market. According to reports in spring 2019, JLR was mulling an offer on minicab operator Addison Leesince sold to a consortium – to expand its mobility offering.

Since then, Toyota Fleet Mobility has acquired Inchcape’s fleet management and leasing subsidiary, Inchcape Fleet Solutions (IFS), for £100m to expand further in the UK’s full service leasing market. IFS has now been rebranded as KintoToyota’s name for its new mobility brand.

But work by carmakers to expand into mobility goes back further still, including Daimler and BMW’s announcement in spring 2018 that they were planning to combine their mobility offerings in a deal that would bring fleets a single source for everything from ride-hailing to EV charging.

Isobel Dando, managing director of Pivotal, said: “The world is changing, and Jaguar Land Rover is changing with it, adapting to the needs of our customers as well as supplying those who would not normally consider our cars and SUVs.

“Traditional car ownership may not provide the flexibility required by some in the modern world, and with Pivotal we are able to offer an alternative, premium option. Our customers love driving and a subscription gives members chance to experience living with different vehicles – whether their priority is lower-emissions, advanced safety technologies, versatility or design, Jaguar and Land Rover vehicles have plenty to offer.”

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. Natalie edits all the Fleet World websites and newsletters, and loves to hear about any latest industry news - or gossip.