Porsche, in an attempt to expand its already impressive market presence and draw a greater number of aspirational consumers, ventured into new territory when it launched Porsche Drive, a vehicle subscription and rental program managed through a smartphone app. That was half a decade ago, and the service has grown exponentially as far as members and locations offered. Initially operating only in Atlanta, Porsche Drive is now available in 15 cities across the US, including Philadelphia, Houston, Nashville, and Los Angeles.  

“We looked at our product portfolio and realized that if the only way to access a Porsche is to lease or finance it, then we were missing a whole different group of customers,” says Vaughan Griffiths, manager of Mobility Services at Porsche Financial Services. “During the first two years of the program in Atlanta, we identified these new personas that were, on average, 10 percent younger than our traditional buyer or leasing customer—that’s great for the longevity of the brand—and they were new to Porsche. And if we want to expand our product portfolio, we need to bring new customers in.”

The models currently accessible through the app are the Macan, the 718 Cayman and Boxster, the Cayenne, the all-electric Taycan,…