The ‘Netflix of Cars’: Is Australia Ready For Car Subscriptions?

The subscription culture is here – music, TV, digital media, even socks and razors. But are consumers ready to consider a subscription for their car? The concept isn’t new: Car subscriptions are being trialled in the US by Porsche, BMW and Jaguar.

It’s a crucial question for Australia. Of a nation of 25 million people, there are 19 million registered cars on the road. Car ownership is baked into the identity of the nation, the layout of cities and society itself. So can a brand really change this behaviour?