The Rise of Electric Car Subscriptions: Top Market Players and Their Competitive Advantages

Explore the electric car subscription market, as we dissect key players' advantages and reveal how they shape the future of sustainable mobility for consumers.

George Skentzos

Head of Customer Experience

Published on 

May 4, 2023


Last updated on 

May 4, 2023

Key Takeaways

The electric car subscription market is rapidly evolving as more consumers and businesses opt for the flexibility and convenience of subscribing to an electric vehicle (EV) instead of traditional ownership or leasing. Electric car subscription services provide customers with access to a range of EVs for a fixed monthly fee, which often includes maintenance, insurance, and other services. This model enables customers to switch vehicles with ease, while enjoying the benefits of driving an electric car without the long-term commitment of ownership.

What Are Electric Car Subscriptions?

Electric car subscriptions are a flexible, convenient, and cost-effective alternative to traditional car ownership, leasing, or rentals. With a subscription, customers gain access to a wide range of electric vehicles for a fixed monthly fee, which typically includes insurance, maintenance, and roadside assistance. Subscribers can change vehicles as their needs or preferences evolve, offering a hassle-free and adaptable driving experience.

Benefits of Electric Car Subscription for Private Customers

Private customers who choose electric car subscriptions can enjoy several advantages over traditional car ownership or leasing. Here are some of the key benefits they can experience:

  1. Cost Savings: With an electric car subscription, private customers can avoid the high upfront costs associated with purchasing a new electric vehicle. The fixed monthly fee covers various expenses, such as insurance and maintenance, making it easier to budget and manage costs.
  2. Flexibility: Electric car subscriptions offer the freedom to change vehicles as needed, allowing customers to try different models and find the one that suits their lifestyle best.
  3. Minimal Commitment: Subscribers can enjoy the benefits of driving an electric vehicle without the long-term commitment that comes with ownership or leasing.
  4. Access to the Latest Technology: Electric car subscription services often update their fleets with the newest models and features, giving customers access to the latest technology and improving their driving experience.

Benefits of Electric Car Subscription for Business Fleets

Businesses with fleets can also capitalize on the advantages of electric car subscriptions, streamlining their operations and improving overall efficiency. Thanks to the flexibility of electric car subscriptions, businesses can understand the feasibility of electric vehicle fleets for their business. Most notably, car subscription can help them answer the following questions:

  • Are EVs suitable for my fleet requirements?
  • Can my business support the infrastructure requirements of an EV fleet?
  • Which EV model is right for my business? 

Here are some of the main benefits for businesses:

  1. Cost Efficiency: Businesses can save on upfront costs and ongoing expenses by opting for electric car subscriptions. The fixed monthly fee simplifies budgeting and financial planning, and the included insurance, maintenance, and roadside assistance reduce the overall cost of fleet management.
  2. Scalability: Electric car subscriptions allow businesses to easily scale their fleet size up or down based on their needs, without the hassle of buying, selling, or leasing vehicles.
  3. Sustainability: Incorporating electric vehicles into a company fleet demonstrates a commitment to environmental responsibility, improving brand image and potentially attracting eco-conscious customers.
  4. Employee Satisfaction: Offering electric car subscriptions as an employee benefit can help attract and retain top talent, as many professionals value environmentally friendly transportation options.

Who Are The Main Electric Car Subscription Market Players?

OEM Automakers

Automakers hold a distinct advantage in the electric car subscription market due to their built-in cost advantage and established brand recognition. By using their own vehicles at cost, automakers can potentially offer lower subscription fees compared to third-party providers. Furthermore, automakers can leverage their brand strength and marketing power to influence promotions and discounts, making their subscription services more attractive to consumers.


Dealerships have a unique advantage in customer-facing operations, such as showrooms and service facilities, which can be utilized to provide a seamless subscription experience. They can also leverage their existing customer base to promote their subscription offerings. Dealerships operating multiple franchises can offer a diverse range of vehicle options, attracting a broader customer base and providing customers with greater choice and flexibility. Additionally, dealerships with established relationships with automakers can benefit from automaker discounts and guaranteed buyback programs, reducing the cost of vehicle procurement and risk associated with inventory management.

Rental Providers

Car rental companies can leverage their existing infrastructure and expertise in vehicle maintenance and management to support car subscription services. Their existing relationships with consumers and corporate customers can be utilized to cross-sell subscription services. By offering subscription services, rental providers can offer a more convenient and cost-effective alternative to traditional car ownership and rental models. However, they will need to adapt their offerings to accommodate the unique aspects of car subscription services, such as a wider range of vehicles, more flexible pricing options, and a higher level of technical expertise in customer management and billing.

EV-only Subscription Providers

Subscribing to a provider that focuses solely on electric cars offers customers a greater range of choice across various electric vehicles from different OEMs. These providers typically have partnerships with charging networks, which can translate to free charging or free installation of home chargers for subscribers.

Energy Providers

Energy providers can create a comprehensive offering for customers by bundling energy and charging products with an electric vehicle subscription. This approach can expand their revenue opportunity and meet the evolving needs of their customers. Unlike automakers, energy providers can offer a multi-brand service, further enhancing the value proposition. By bundling home electricity, charging infrastructure, and electric vehicle subscriptions, energy providers can create a seamless and convenient experience for customers while capturing more value over the entire asset lifecycle of the vehicle.

In conclusion, the electric car subscription market is experiencing significant growth and diversification, with various types of incumbents and disruptors entering the space. Each player brings unique advantages and capabilities, contributing to the development of a competitive and dynamic market that offers consumers a range of options for subscribing to electric vehicles. As the market continues to evolve, it will be interesting to observe how these different players adapt and innovate to meet the changing needs of consumers and capitalize on the opportunities presented by the electric car subscription trend.

About the author
George is the Head of Marketing and Customer Experience at Loopit. Having originally started his career as a motoring journalist and founding team member for one of Australia's top automotive startups, George has a strong passion for automotive, business and growth marketing.
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