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15% of Volvo’s UK retail customers are… its subscribers

By Rohin Dharmakumar in BFO #369, 14 Sep, 21

We’ve written in past editions about how automobile makers are bundling in access to specific features in the cars they sell as “subscriptions”.

But why stop at selling access to features as a subscription, if you can sell the entire car itself as a subscription? 

In just one year, Volvo UK has shifted 15% of its retail customer base to subscriptions.