Vehicle Subscription Market Research, Consumer Behavior, Demand and Forecast

Vehicle Subscription Market Size, Share, Trends and Forecast Analysis

The vehicle subscription market is forecasted to expand from USD 8.88 billion in 2025 to USD 123.57 billion by 2034, growing at a CAGR of 33.98% from 2025 to 2034. The increasing demand for vehicle rental services in developed nations along with rapid investment by automotive companies for providing EV-based subscription services has driven the market expansion.

Additionally, the growing preference of middle-class people to rent car for short-term basis coupled with rising adoption of autonomous vehicles by fleet operators to enhance ride-hailing operations is playing a vital role in shaping the industrial landscape. The integration of advanced telematics solutions in fleet management platforms is expected to create ample growth opportunities for the market players in the future.

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Introduction

The vehicle subscription market is a crucial sector of the rental services industry. This industry deals in providing car subscription services around the world. There are several types of subscription services provided by this sector consisting of single-brand subscription and multi-brand subscription. These services are operated using different types of vehicles comprising of passenger cars, SUVs, pickup trucks, luxury/premium vehicles, electric vehicles (EVs) and some others. The end-users of these services consist of individuals and fleet consumers. This market is expected to rise significantly with the growth of the automotive sector in different parts of the globe.

Highlights of the Vehicle Subscription Market

• North America generated highest revenue of the vehicle subscription market with a share of around 40%.
• Asia Pacific is expected to rise with the highest CAGR during the forecast period.
• By subscription type, the single-brand subscription segment led the market with a share of around 55%.
• By subscription type, the multi-brand subscription segment is expected to grow with the highest CAGR during the forecast period.
• By vehicle type, the passenger cars segment dominated the industry with a share of around 45%.
• By vehicle type, electric vehicles (EVs) segment is expected to expand with the fastest CAGR during the forecast period.
• By subscription duration, the mid-term (6–12 Months) segment dominated the market with a share of 40%.
• By subscription duration, the short-term (≤6 Months) segment is expected to grow with the fastest CAGR during the forecast period.
• By end-user, the individuals segment dominated the market with a share of around 65%.
• By end-user, the corporate / fleet customers segment is expected to rise with the highest CAGR during the forecast period.
• By distribution, the OEMs platform segment led the market with a share of around 50%.
• By distribution, the third-party aggregators & mobility startups segment is expected to grow with the highest CAGR during the forecast period.

What are the Trends of the Vehicle Subscription Market in 2025?

The major trends in this market consists of partnerships, launches and popularity of flexible car subscription services.

Partnerships

• Several car leasing companies are partnering with automotive brands to launch car rental services in different parts of the world. For instance, in June 2025, PEUGEOT partnered with Invygo and Yelo. This partnership is done for launching a vehicle subscription service in the Middle East.

Launches

• Various market players are constantly engaged in launching new vehicle subscription services in Latin America region. For instance, in April 2025, Astara launched Astara Move. Astara Move is a new car subscription service designed for the consumers of Chile.

Popularity of Flexible Car Subscription Services

• The popularity of flexible car subscription services has increased rapidly among working professionals in western nations. For instance, in April 2025, Drivalia launched Be Free 6x6. Be Free 6x6 is a new car subscription service designed for the consumers of Italy.

Subscription Type Insights

How did the Single-brand Subscription Segment Led the Vehicle Subscription Market in 2025?

The single-brand subscription segment led the vehicle subscription market with a share of around 55%. The increasing demand for single-brand car subscription services among middle-class population has driven the market expansion. Also, the cost-effectiveness and easy finance options to adopt single-brand vehicle subscription services is playing a vital role in shaping the industrial landscape. Moreover, the numerous advantages of these services including flexibility, tax rebate, budget-friendly and some others is expected to boost the growth of the vehicle subscription market.

The multi-brand subscription segment is expected to rise with the highest CAGR during the forecast period. The increasing adoption of multi-brand car subscription services by fleet operators has driven the market growth. Additionally, the growing demand for these subscription services by individual owners to enhance their driving habits is contributing to the industry in a positive manner. Moreover, numerous benefits of multi-brand car subscription services including affordability, enhanced accessibility, superior flexibility and some others is expected to drive the growth of the vehicle subscription market.

Vehicle Type Insights

What Made the Passenger Cars to be the Most Dominant Segment of the Vehicle Subscription Market in 2025?

The passenger cars segment dominated the vehicle subscription industry with a share of around 45%. The growing demand for luxury cars from HNIs in developed nations such as Germany, UK, the U.S., Canada and some others has driven the market expansion. Additionally, the increasing emphasis of middle-class consumers to opt for car subscription services is playing a vital role in shaping the industrial landscape. Moreover, rapid investment by automotive brands for launching new vehicle subscription services is expected to drive the growth of the vehicle subscription market.

The electric vehicles (EVs) segment is expected to rise with the fastest CAGR during the forecast period. The growing adoption of electric vehicles in different parts of the world for lowering vehicular emission has driven the market growth. Also, numerous government initiatives aimed at developing the EV charging infrastructure coupled with rise in number of EV startups is contributing to the industry in a positive direction. Moreover, the increasing consumer preference to adopt EV rental services is expected to propel the growth of the vehicle subscription market.

Subscription Duration Insights

Why did the Mid-term (6–12 Months) Segment Held the Largest Share of the Vehicle Subscription Market in 2025?

The mid-term (6–12 Months) segment dominated the vehicle subscription market with a share of 40%. The growing adoption of mid-term car rental services by fleet operators due to its cost-effectiveness and flexibility has driven the market expansion. Also, the increasing demand for mid-term vehicle subscription services among middle-class individuals is playing a crucial role in shaping the industrial landscape. Moreover, rapid investment by automotive companies for launching mid-term car subscription services is expected to propel the growth of the vehicle subscription market.

The short-term (≤6 Months) segment is expected to rise with the fastest CAGR during the forecast period. The increasing adoption of short-term vehicle subscription services by foreigners has boosted the market expansion. Additionally, the growing demand for these services among adventure travelers is contributing to the industry in a positive manner. Moreover, increasing emphasis of luxury car brands to launch short-term car rental services is expected to drive the growth of the vehicle subscription market.

End User Insights

What Made the Individuals to be the Most Dominant Segment of the Vehicle Subscription Market in 2025?

The individuals segment led the vehicle subscription market with a share of around 65%. The growing adoption of car rental services by individual consumers has driven the market growth. Additionally, the increasing emphasis of automotive brands to launch monthly car subscription plans for individual consumers is playing a vital role in shaping the industrial landscape. Moreover, the rapid adoption of luxury EVs by elite-class consumers is expected to boost the growth of the vehicle subscription market.

The corporate / fleet customers segment is expected to grow with the highest CAGR during the forecast period. The rising adoption of car subscription services by fleet operators to gain maximum profits has driven the market expansion. Additionally, the growing emphasis of ride-sharing companies for adopting EV car rental services is contributing to the industry in a positive manner. Moreover, partnerships among fleet owners and automotive companies to deploy rental cars is expected to drive the growth of the vehicle subscription market.

Distribution Insights

Why did the OEMs Segment Held the Largest Share of the Vehicle Subscription Market in 2025?

The OEMs segment dominated the vehicle subscription market with a share of around 50%. The growing emphasis of automotive brands to provide car subscription services has driven the market expansion. Additionally, rapid investment by car manufacturing companies for opening up car rental outlets in developing nations is contributing to the industry in a positive manner. Moreover, partnerships among automotive OEMs and NBFCs to provide suitable loan options for adoption subscription-based vehicles is expected to drive the growth of the vehicle subscription market.

The third-party aggregators & mobility startups segment is expected to rise with the highest CAGR during the forecast period. The growing focus of mobility startup companies for providing short-term car rental service to individuals has driven the market expansion. Additionally, rise in number of car leasing brands in developing nations coupled with availability of rental cars in online platforms is playing a crucial role in shaping the industrial landscape. Moreover, rapid investment by third-party aggregators for purchasing electric vehicles to cater the needs of eco-friendly consumers is expected to propel the growth of the vehicle subscription market.

Geographical Insights

Why North America Dominated the Vehicle Subscription Market in 2025?

North America dominated the vehicle subscription market with a share of around 40%. The growing popularity of luxury cars in the U.S. and Canada has driven the market expansion. Additionally, numerous government initiatives aimed at enhancing EV adoption rates along with rapid adoption of short-term car subscription services by individuals is playing a crucial role in shaping the industrial landscape. Moreover, the presence of numerous market players such as Teslarents, Thrifty, Alamo Group Inc. and some others is expected to drive the growth of the vehicle subscription market in this region.

• In August 2025, Tesla launched a vehicle rental service in the U.S. This new subscription-based service is designed for the eco-friendly consumers of this nation.

U.S. led the market in this region. The increasing adoption of hybrid vehicles along with rapid investment by automotive brands for opening up new outlets has played a crucial role in shaping the industrial landscape. Moreover, the growing popularity of short-term car subscription services is contributing to the industry in a positive manner. 

Asia Pacific is expected to grow with the highest CAGR during the forecast period. The rising adoption of mid-term car leasing services in several countries such as India, China, Japan, South Korea and some others has driven the market growth. Also, increasing emphasis of automotive brands to launch long-term car subscription services coupled with availability of car rental platforms in Play Store and Apps Store is contributing to the industry in a positive direction. Moreover, the presence of various market players such as Maruti Suzuki India Limited, Orix, Zoom Car and some others is expected to boost the growth of the vehicle subscription market in this region.

• In March 2025, Orix Corporation announced to invest around Rs 300 crores. This investment is done for enhancing the car leasing services across India.

China and India are the major contributors in this region. In China, the market is generally driven by the increasing adoption of car rental services by foreign tourists. In India, the rising consumer interest to adopt multi-brand vehicle subscription services along with presence of numerous third-party rental providers is playing a vital role in shaping the industrial landscape.

Industry Leader Announcement

• In June 2025, Slaven Klarin Smiljanic, the Group Managing Director at Stellantis Middle East made an announcement stating that, “This partnership reflects PEUGEOT Middle East’s and Stellantis’ ambition to shape new mobility experiences. PEUGEOT, with its distinctive character and driver-focused DNA, is the right brand to lead the way. The collaboration with Invygo and Yelo allows us to offer something new: a service that aligns with evolving customer expectations and is digital, flexible, and quality-led. This is the starting point for a wider journey across the GCC and with more Stellantis brands to come."

Competitive Landscape

The vehicle subscription market is a rapidly developing industry with the presence of several dominating players. Some of the prominent companies in this industry consists of FINN; ORIX; Volkswagen AG; Roam; Sixt; Carvolution; Mercedes-Benz Mobility; TeslaRents; Maruti Suzuki India Limited; and some others. These companies are constantly engaged in providing vehicle subscription services and adopting numerous strategies such as partnerships, acquisitions, collaborations, joint ventures, launches, business expansions and some others to maintain their dominance in this industry.

• According to the annual report of Orix, the revenue of the company in 2023 was 2327736 million yen that increased to 2453648 million yen in 2024.

Recent Developments

• In July 2025, Daihatsu launched Tsukinori. Tsukinori is a used car subscription service designed for the consumers of Japan.
• In June 2025, Drivalia launched a monthly subscription service. This service is designed for providing light commercial vehicles (LCVs) rental services to small business.
• In August 2024, Kia launched Kia Subscribe. Kia Subscribe is a flexible car ownership plan designed for the middle-class population of India.

Top Vehicle Subscription Market Companies

• Sixt
• Maruti Suzuki India Limited
• The Hertz System Inc.
• ORIX
• Mercedes-Benz Mobility
• Volkswagen AG
• Roam
• TeslaRents
• Carvolution
• FINN

Vehicle Subscription Market Segments

By Subscription Type

• Single-Brand Subscription
• Multi-Brand Subscription

By Vehicle Type

• Passenger Cars
• SUVs
• Pickup Trucks
• Luxury / Premium Vehicles
• Electric Vehicles (EVs)

By Subscription Duration

• Short-Term (≤6 Months)
• Mid-Term (6–12 Months)
• Long-Term (Above 12 Months)

By End-User

• Individuals (Personal Use)
• Corporate / Fleet Customers

By Distribution Channel

• OEM Platforms (Automaker-led services)
• Third-Party Aggregators & Mobility Startups
• Dealerships

By Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East & Africa