North America Car Subscription Market 2025-2032: Growth Trends, Key Players, and Forecast Analysis
The “North America Car Subscription Market Size, BMW Share & Industry Analysis Report by Propulsion Type, End User, Subscription Type, Service Provider, Subscription Period, Country, and Growth Forecast, 2025-2032″ has recently been added to the ResearchAndMarkets.com portfolio. This comprehensive report provides in-depth insights into the dynamics, growth opportunities, competitive landscape, and future outlook of the car subscription market in North America.
The North America car subscription market is poised for significant growth during the forecast period, with a projected compound annual growth rate (CAGR) of 22.4% from 2025 to 2032. This growth is being driven by the rising consumer demand for flexible ownership models, the increasing willingness of automakers to experiment with alternative vehicle access programs, and supportive regulatory frameworks that encourage innovative mobility solutions.
Regional Market Overview
In 2024, the United States dominated the North America car subscription market, accounting for a significant portion of overall revenue. The US market is projected to maintain its dominance through 2032, achieving an estimated market value of $4.73 billion by 2032. Canada is also witnessing strong growth, with a projected CAGR of 25.6%, reflecting growing adoption in major metropolitan areas. Meanwhile, the Mexico market is expected to grow at a CAGR of 24.3% over the same period. In 2024, the US and Canada jointly held 89.2% of the North America market, underscoring their importance as primary growth drivers in the region.
Market Drivers and Emerging Trends
The emergence of car subscription services in North America is rooted in the increasing consumer desire for flexibility and convenience, coupled with the automotive industry’s interest in exploring alternative ownership models. Early adopters, such as Ford with Canvas, Cadillac’s Book, Porsche Drive, and Volvo’s Care by Volvo, introduced subscription programs that combined insurance, maintenance, and predictable monthly fees with the ability to use a vehicle without a long-term commitment.
Government initiatives supporting Mobility as a Service (MaaS) have further accelerated market adoption, making it easier for urban consumers—particularly younger demographics—to experiment with car subscriptions. The COVID-19 pandemic also contributed to market growth, as consumers increasingly favored private transportation options that allowed short-term use without the obligations of traditional ownership.
More recent trends highlight the rise of digital-first platforms such as Volkswagen’s VW Flex, which enables seamless online subscription management. Automakers are leveraging subscriptions not only as a revenue stream but also as a way to foster brand loyalty, even among consumers not yet ready to purchase a vehicle outright. Additionally, companies like BMW and Tesla are rolling out software-based subscriptions, allowing customers to pay for features such as enhanced driver assistance, autonomous driving capabilities, or faster EV charging.
The competitive landscape in North America is diverse, comprising OEM-backed services, dealer-led regional platforms, and innovative startups. Each player is striving to strike the right balance between convenience, brand engagement, and customer expectations in a rapidly evolving mobility ecosystem.
Subscription Type Outlook
The market is segmented based on subscription type into Single Brand (Single-Brand Swap) and Multi Brand subscriptions. The Single Brand segment, characterized by subscriptions within a single manufacturer’s lineup, accounted for a dominant share of the Mexico car subscription market in 2024 and is expected to grow at a CAGR of 23.9% through 2032. Meanwhile, Multi Brand subscriptions, which allow access to vehicles from multiple manufacturers, are projected to achieve a slightly higher CAGR of 24.8%, reflecting the growing consumer preference for variety and flexibility.
Service Provider Outlook
Based on service provider type, the market is divided into OEM/Captives, Mobility Providers, and Technology Companies. The OEM/Captives segment, comprising automaker-led programs, continues to dominate the US market and is projected to grow at a CAGR of 21.1% during the forecast period. Technology companies, leveraging digital platforms and innovative solutions to enhance subscription experiences, are expected to experience faster growth, with a CAGR of 23.1% between 2025 and 2032. This trend underscores the increasing role of software and technology in shaping modern mobility services.
Subscription Period Outlook
Car subscriptions are also categorized based on the subscription period: 1 to 6 months, 6 to 12 months, and more than 12 months. In the Canadian market, the 1 to 6 months segment reached a market size of USD 50.1 million in 2024 and is expected to grow at a CAGR of 24.9%, reflecting strong demand for short-term flexibility among urban commuters. Longer-term subscriptions exceeding 12 months are projected to grow at an even higher CAGR of 26.6%, highlighting the potential for hybrid models that combine long-term stability with flexible terms.
Country-Specific Insights
Canada’s car subscription market is shaped by unique geographic and demographic factors, including urban density, high vehicle ownership costs, and a strong focus on sustainability. Cities like Toronto, Vancouver, and Montreal are emerging as key adoption hubs due to congestion challenges and the appeal of predictable, bundled subscription costs that include insurance, maintenance, and registration. Subscriptions also provide a low-risk way to trial electric vehicles (EVs), which is particularly appealing to both urban professionals and suburban families seeking flexibility.
Government incentives promoting clean transportation, combined with a digitally savvy consumer base, are accelerating adoption. Automakers such as Volvo and Porsche, alongside local startups and rental companies, are piloting tailored subscription models. Urban markets favor experimentation, while rural regions necessitate customized solutions, positioning subscriptions as a complementary and sustainable alternative to traditional ownership in Canada’s evolving mobility ecosystem.
Key Players in the North America Car Subscription Market
The report profiles several leading companies active in North America’s car subscription market, including:
- Volvo Group – Early innovator in single-brand subscription programs like Care by Volvo.
- Mercedes-Benz Group AG – Offering flexible luxury subscriptions through its Mercedes me platform.
- BMW AG – Pioneering software-based subscriptions and short-term access models.
- Hyundai Motor Company – Expanding digital-first subscription offerings to attract urban consumers.
- Volkswagen AG – VW Flex platform enables online enrollment and multi-brand access options.
- Sixt SE – A mobility provider leveraging rental and subscription hybrid models.
- The Hertz Corporation – Traditional rental giant entering subscription services.
- FINN GmbH – Subscription startup focusing on seamless urban vehicle access.
- Ayvens – Technology-enabled subscription solutions.
- Cazoo – Digitally native platform offering flexible vehicle subscriptions.
Market Segmentation
By Propulsion Type
- Internal-Combustion Engine (ICE)
- Electric Vehicle (EV)
By End User
- Private
- Corporate
By Subscription Type
- Single Brand (Single-Brand Swap)
- Multi Brand
By Service Provider
- OEM/Captives
- Mobility Providers
- Technology Companies
By Subscription Period
- 1 to 6 Months
- 6 to 12 Months
- More than 12 Months
By Country
- United States
- Canada
- Mexico
- Rest of North America
