The folks at Park Place Dealerships are unveiling a new way of doing business that they think may revolutionize the way people acquire their cars.
The company, which operates 16 dealerships in the Dallas-Fort Worth area (including in Fort Worth, Arlington and Grapevine), plans to soon begin offering a subscription service for its luxury vehicles.
Subscribers pay a flat monthly fee of $895 to $1,795 and, in return, they have access to a fleet of vehicles.
Want to drive a Maserati on Monday? No problem. A Porsche for the weekend? Call the Park Place concierge a day in advance and the car will be delivered to you. Customers could theoretically drive a different car every day, although the dealership says it's more likely people will want to switch vehicles every few weeks.
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That monthly fee may be much higher than most drivers' monthly loan payments, but keep in mind that the subscription includes all car maintenance, insurance and concierge service (including a guy who brings each car to you with your preferred seat and radio settings already programmed in). Park Place will keep the ownership title to the cars, a company official said.
"In order to keep competitive in the auto industry you have to challenge your approach to what you typically see in car dealerships," said Dave Evans, Park Place marketing director.
The types of cars available varies by price. For example, subscribers paying $895 a month could have access to a Mercedes-Benz C Class and GLC Class, Volvo S60, Lexus ES and IS, Jaguar XE and a Land Rover Evoque and Discovery.
Subscribers paying the highest monthly fee of $1,795 could have access to a Maserati Ghibli and Levante, Mercedes-Benz 43 AMG, Porsche Boxster and Cayenne and Land Rover Range Rover Sport and Velar
The program is expected to begin May 1, Evans said.
Park Place is among the first dealership groups to try a subscription service in the United States, and is believed to be the first in Dallas-Fort Worth.
Reservations are being taken at ParkPlaceSelect.com.
Gordon Dickson: 817-390-7796; @gdickson