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Value propositions

Identifying and communicating value propositions are core functions in acquiring new customers. For a new business like car subscription, consumers will refer to your value propositions in order to understand why they should subscribe to a car and make a decision accordingly.

Last updated on 
October 6, 2022
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Identifying and communicating value propositions are core functions in acquiring new customers. For a new business like car subscription, consumers will refer to your value propositions in order to understand why they should subscribe to a car and make a decision accordingly. There are two considerations when delivering value propositions for your audience:

  1. What are the benefits of car subscription? What are the distinct benefits compared to traditional methods such as renting or leasing?
  2. What particular offerings does my business provide that distinguishes me from my competitor? 

The benefits of car subscription

When comparing to car rental and leasing, the following benefits of car subscription are favoured by customers:

  • An affordable means of driving with an all-inclusive offering (registration, insurance, servicing and maintenance, 24/7 roadside assistance)
  • High degree of flexibility where vehicles can be swapped as lifestyle changes
  • Flexible payment plans
  • No lock in contracts
  • No interest, finance fees or cancellation fees
  • Quick and easy approval

A great way to communicate these benefits is to showcase this on your website in either two ways: 

  • How it works page explaining the steps in how to subscribe
  • Comparison tables comparing car subscription with car leasing and car rental.

What are the value propositions for my business?

Distinct value propositions for your car subscription service can come from a wide range of functions, including: 

  • Your team's ability to deliver excellent customer support across the entire subscription lifetime - from activating the subscription to arranging vehicle to return and everything in between such as managing vehicle swaps
  • Quick and easy omnichannel experience when booking a subscription - including the seamless browsing of vehicles and instant credit approval during
  • Wide range of vehicle offering
  • Convenience such as free vehicle deliveries

One way to help you identify your business' value propositions is to directly talk to your customers and ask them about their experience with their subscription - from booking their subscription to returning their vehicle. Alternatively, looking through your customer reviews can also provide some insight into what your particular customers enjoyed about your subscription offering.

Once you identify these value propositions, it is important to communicate these out to the market to help with the acquisition of both customers new to car subscription and even those wanting to switch providers.

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