Jaguar Land Rover (JLR) customers will be able to swap models when it suits them as part of the premium car manufacturer’s new Pivotal car subscription service.

Jaguar I-Pace electric vehicle (EV) and F-Pace SUVs will be offered via the new offering alongside the Land Rover Discovery, Discovery Sport and all four Range Rover models, with the new Land Rover Defender being introduced at a later stage alongside plug-in hybrid (PHEV) versions of the Land Rover Discovery Sport and Range Rover Evoque.

Members of the Pivotal scheme will be able to change their vehicle every six months.

Pivotal will initially be looking to grow and integrate with approved Jaguar and Land Rover retailers to supply the vehicles.

Pivotal’s launch follows JLR’s mobility arm InMotion Ventures launch of Carpe, its first subscription service, in 2018.

That service was for a 12-month contract with unlimited mileage, however, with Pivotal said to offer an alternative to the traditional vehicle ownership and leasing plans.

A single monthly payment covers the rental cost, insurance, tax, servicing and repairs – leaving just fuel to pay for. There are multiple membership tiers available and members can put their subscription on hold from month to month.

Isobel Dando, managing director of Pivotal said: “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.

“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.”

Already, 18% of drivers prefer no-commitment subscriptions to paid-up ownership, according to JLR. These are predicted to account for nearly 10% of all new sales in the USA and Europe by 2025 – equivalent to some 16 million vehicles.

The early trials have proven this as an effective way of encouraging new customers to try the brands, with 80% of new members not having previously owned a JLR vehicle.

Rawdon Glover, managing director of Jaguar Land Rover UK said: “The future of mobility has never been more in the spotlight and our customers are increasingly looking for more flexibility in the way they interact with us.

“We are constantly looking at new and innovative ways to deliver the best solutions for our customers and adding the Pivotal subscription service to our portfolio is the latest in a line of new services that put our customers’ needs first.

“Through Pivotal and our network of retail partners, even more drivers can get behind the wheel of a Jaguar or Land Rover and we’re excited to see how this new initiative fits in a post-pandemic world where personal transport will undoubtedly be in more demand.”