Europe Car Subscription Market Size & Outlook, 2025-2033

Europe Car Subscription Market Size

The Europe car subscription market size was valued at USD 2.48 billion in 2024 and is projected to reach from USD 3.13 billion in 2025 to USD 20.05 billion by 2033, growing at a CAGR of 26.14% during the forecast period (2025-2033). 

A car subscription is a service where a customer pays a set cost regularly to use one or more cars. Some car subscriptions include insurance and maintenance as part of the monthly payment, while others let the subscriber switch cars anytime. A vehicle subscription is a substitute for purchasing or leasing a car, claim industry analysts. Additionally, the strong consumer demand for automobile leasing services and the expansion of government regulations to control vehicle emissions significantly impact the penetration of automotive subscription service providers.

The flexibility and convenience of car subscriptions drive the Europe car subscription market. The leasing model's cost efficiency over subscription schemes is a restraint for the Europe car subscription market. On the other hand, the ease of taking subscription apps is an opportunity for the Europe car subscription market.

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Europe Car Subscription Market Growth Factor

Flexibility and Convenience of Car Subscription

A short-term lease of an automobile that doesn't charge the consumer for repairs or insurance is known as a car subscription. The service provider-consumer agreement for the car subscription stipulates that multiple car exchanges are permitted. As a hybrid alternative to automobile rental services and car leasing choices, vehicle subscription has grown in popularity recently. It has several advantages over these two services. Additionally, a car subscription allows you to choose and switch between different car models over time, which might be anywhere from one month to two years.

As a result, millennials are drawn to the adaptability of car subscriptions since they provide a short-term, more affordable option to car-as-a-service. The advantages of car memberships over car leasing and car rental services will soon increase demand for car memberships.

Market Restraint

Cost-Efficiency of Leasing Model over Subscription Schemes

One advantage of a car subscription is swapping between various automobiles and shorter-term servicing contracts. A subscription is more expensive in the long run than leasing or buying an automobile. Monthly billing cycles and mileage limitations are available for car memberships. An auto subscription costs more monthly than leasing or outright purchasing a car for more than two years. Additionally, most service providers place a distance restriction on cars for a predetermined time; exceeding this restriction leads to additional costs for the end user. These monthly servicing fees and other charges are insignificant when leasing or purchasing a vehicle. The cost of the subscription model is anticipated to limit demand for car subscriptions in the upcoming years.

Market Opportunity

Strategic Partnerships with Automobile Manufacturers

Automobile subscription customers choose reputable, vetted providers for their automobiles. Additionally, manufacturers are launching their segment for automotive subscription services and building a partner network to reach untapped markets. To create long-term business prospects and acquire a competitive edge, car subscription market participants must form a strategic alliance with providers of changing customer attitudes toward vehicle subscription when they embrace the service from a certain vehicle brand.

Regional Analysis

Europe stands in second place globally and is anticipated to grow at a CAGR of 32.9% during the forecast period. The European automobile subscription market is anticipated to expand rapidly due to car subscription services and the forecast for shared mobility. This industry bridges the gap between conventional agreements or long-term leases and new on-demand ride-hailing services. To take advantage of the sector's long-term economic potential, industry participants in the European market for car subscriptions also create technologically cutting-edge service platforms. Additionally, Europe is a mature market with the largest market share for automobile subscriptions globally. Several businesses are entering the market independently or in collaboration with domestic companies to take advantage of European business possibilities.

Four million more car subscriptions could be available in the EU-5 alone by 2030 as a result of the general trend in the consumer goods sector toward subscription services and the related desires of generations Y and Z. When active contracts and used car subscriptions are also taken into account; this creates a market with a value of several billion dollars. Consumer preferences are what will determine whether this new strategy succeeds as anticipated. Long-term contracts are no longer in demand, and the need for mobility has replaced the urge to buy a car. Instead, usage-based, flexible models are now in demand.

Subscription Type Insights

The car subscription market is divided based on the subscription type into single-brand and multi-brand segments.

The multi-brand market dominates the segment and is expected to grow at a robust CAGR of 34.3% because it allows subscribers to switch between brands, increasing flexibility and convenience. Some consumers strongly prefer staying loyal to a single brand because they are satisfied with the consistency of that brand's products and services.

Subscription Period Insights

The car subscription market is segmented based on the subscription period into 1 to 6 months, 6 to 12 months, and more than 12 months.

The 1 to 6 months subscription period dominates the segment and is anticipated to increase at a respectable CAGR of 33.2% during the predicted period. The demand for subscriptions of 1 to 6 months is driven by the employer category, who often rent the automobile during their vacations; this segment also maintains a sizeable portion of the market. Long-term subscribers leased vehicles for six months to a year or more.

Service Provider Insights

The car subscription market is segmented based on the service provider into OEM/captives, mobility providers, and technology businesses.

Independent/third-party service providers are anticipated to rule the market with a CAGR of 30.8% during the forecast period. OEMs can use existing consumer segments and loyal brand advocates excited by getting the newest vehicle model through this subscription service, but they are limited in several ways. To accelerate OEM adoption, dealerships have been established to use the dealer channel’s benefits fully. Dealerships benefit from this circumstance because they can offer their inventory and draw on their expertise in selling pre-owned, traded-in, and leased-back vehicles.

End User Insights

The market for car subscriptions is divided into two categories based on end-users: private and corporate.

The corporate segment dominates the market and is anticipated to grow at a CAGR of 30.2% during the forecast period. As automobile subscription rates increase in developed and developing economies, the private segment is expected to expand swiftly in the coming years. Moreover, newer generations prefer to lease automobiles over purchasing them outright. The category of corporate end-users is anticipated to increase consistently. In the corporate sector, car ownership is more prevalent than subscription.

List of key players in Europe Car Subscription Market

1. Daimler AG
2. Drover Limited
3. Facedrive Inc.
4. Fair Financial Corp.
5. OpenRoad Auto Group
6. Porsche AG
7. Prime mover Mobility Technologies Pt Ltd.
8. The Hertz Corporation
9. Toyota Motor Corporation
10. Volvo Car Corporation

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Recent Developments

• Feb 2023- Fair Financial Corp. declared that it had paid USD 1.3 billion to acquire DriveTime Automotive Group.