Volkswagen dips its toe into subscription model

The first Volkswagen subscription service in the UK has launched, with a pilot powered by online car rental specialist Drover in partnership with Volkswagen Financial Services.

The scheme will initially offer a limited number of vehicles; the Golf from £528 per month, Passat from £514 per month and Tiguan from £643 per month.

Those prices include the cost of the car, as well as comprehensive insurance, VED, servicing, maintenance and breakdown cover; no deposit is needed and customers need to only add fuel.

Contracts work on a rolling 12-month basis or month to month. The process is handled online, with users of the system able to secure their car in 48 hours.


Meanwhile, the lovely original Golf is now 45 – and not available on Drover. On 29 March 1974, the Volkswagen plant in Wolfsburg started production of what would become its bestseller. Since then a new Golf has been ordered somewhere in the world every 41 seconds, every day, without interruption. That is an average of around 780,000 vehicles per year.

“We are excited to start working with Volkswagen and Volkswagen Financial Services, and feel proud to be able to make this announcement. Together, we’re helping to drive a shift within the industry toward exploring new business models to meet the needs of the next generation driver,” said Felix Leuschner, Founder and CEO of Drover.

“The partnership brings together some of the most popular cars in the world, with our innovative business model and we can’t wait to see how this can impact ownership as we know it.”

“Given the changes we face in the automotive landscape, and as drivers’ needs change, we need to adapt and diversify from traditional concepts like outright ownership, into more flexible and user-friendly options like subscriptions,” said Claire McGreal, brand strategy and mobilityy services manager at Volkswagen UK.

“Our pilot partnership with Drover is Volkswagen UK’s first exploratory step into subscription services, but represents the first shoots of something much bigger – an evolving brand.”

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