Automakers including Porsche, Volvo, Mercedes Benz, Cadillac, BMW, and Nissan have begun trialing car subscription services. Instead of buying and owning a car the traditional way, subscribers pay a monthly fee to access a range of vehicles depending on their requirements. Some have been more successful than others, however. Mercedes-Benz, for example, recently put the brakes on its Collection subscription service due to low demand. Now, Jaguar Land Rover is joining the car subscription craze with the launch of its new Pivotal subscription service.

The new service will enable customers to swap between premium Jaguar models and rugged or luxury Land Rover SUVs. Currently, the Land Rover Discovery and Range Rover Sport are included in the subscription, while new models will be added at a later date including the new Land Rover Defender and plug-in hybrid versions of the Land Rover Discovery Sport and Range Rover Evoque. The electric Jaguar I-Pace and Jaguar F-Pace are also available.

Subscribers will be able to change their car every six months to suit their lifestyles. A single monthly payment covers the rental cost, insurance, tax, servicing and repairs. Multiple membership tiers are available: Blue, Indigo, Violet and Ultraviolet. Costing £750 ($937) a month, the entry-level Blue tier gives you access to the Land Rover Discovery Sport, Jaguar F-Pace or Range Rover Evoque. Upgrading to the £1,150 ($1,437) Indigo tiers adds the Range Rover Velar, Land Rover Discovery, and Jaguar I-Pace, while the Range Rover Sport is included in the Violet tier, which costs £1,350 ($1,687) a month. Costing £1,600 ($2,000) a month, the most expensive Ultraviolet tier includes the Land Rover Range Rover.

A £550 ($687) joining fee is also required, and members can put their subscription on hold from month to month. Currently, Jaguar Land Rover's Pivotal subscription service is only available in the UK and no plans have been announced for the service to be rolled out in the US.

According to Jaguar Land Rover, no-commitment subscriptions are predicted to account for nearly 10 percent of all new car sales in the USA and Europe by 2025.

"The world is changing, and Jaguar Land Rover is changing with it, adapting to the needs of our customers as well as supplying those who would not normally consider our cars and SUVs," said Isobel Dando, Managing Director of Pivotal.

"Traditional car ownership may not provide the flexibility required by some in the modern world, and with Pivotal we are able to offer an alternative, premium option. Our customers love driving and a subscription gives members the chance to experience living with different vehicles - whether their priority is lower-emissions, advanced safety technologies, versatility or design, Jaguar and Land Rover vehicles have plenty to offer."