How Subscription Services are "Transforming car Ownership" - Pivotal's Managing Director, John Murphy

Pivotal is a UK-based car subscription service that's looking to change the way we use vehicles. It was created within InMotion Ventures, Jaguar Land Rover's venture capitalist arm and innovation hub, which was established to explore the future of mobility and services.

Pivotal offers monthly subscriptions for the latest Range Rover, Discovery, Defender and Jaguar models with no long-term commitment, all inclusive of tax, insurance, road assistance, and servicing. 

"We initially introduced the concept in 2019 under the name Carpe, but we rebranded and remodeled it to Pivotal a year later, in 2020. Recognising the need for change, our new identity marked a turning point, helping us gain momentum and find our place in the market as a high-quality, bespoke, time and admin-saving ally," John Murphy, Managing Director at Pivotal, tells Auto Futures.

Pivotal remains a part of InMotion Ventures. 

"We are continuing to build on our early foundations, with the focus now on expanding the business in ways that align with our evolving business model and the broader shifts in the luxury mobility and services sector."

Pivotal's monthly subscription cost covers home delivery and collection, road tax, servicing, roadside assistance, insurance, and both a main driver, plus an additional driver. 

"One of the key features of Pivotal is its flexibility. After an initial 3-month period, if drivers no longer need their vehicle or want to take a break, they can pause the subscription and return whenever they’re next ready - with a fresh vehicle delivered to their driveway. Additionally, if customers wish to change their vehicle, they can do so at no extra cost after 6 months, allowing people to explore various models from Jaguar Land Rover," explains Murphy.

Reflecting An On-Demand Culture

Pivotal is for both personal and business use.

"It is ideal for those who have limited time or inclination to deal with the complexities of traditional car ownership or leasing. Individuals seeking flexibility are also likely to suit Pivotal’s offering which is for those who need reliable, high-quality vehicles without the long-term commitment or administrative burdens that come with ownership," says Murphy.

"Pivotal can also step in to help companies that need to adjust their vehicle options and subscription terms based on changing business demands, whether scaling up for a project or scaling down during quieter periods. Our service is also suited to organisations looking to avoid unexpected expenses and manage their budgets more effectively, with an all-inclusive monthly fee that covers insurance, maintenance, and roadside assistance," he adds.

Murphy believes that car subscription services are changing the way we look at car ownership. 

"Car subscriptions cater to today's on-demand culture, offering a solution that aligns with busy, flexible lifestyles and changing preferences. This model simplifies the buying process as customers don’t have to know a lot about cars to drive the car they want."

"Unlike traditional ownership, subscriptions allow you to swap vehicles or adjust plans easily, so you're not stuck with the same car for years. This is perfect for those who like variety or have changing needs," he explains.

"With car subscriptions, essential services like maintenance, insurance, and roadside assistance are often included, streamlining the experience and reducing the burden of managing multiple responsibilities. You can opt for short-term or adjustable subscriptions, avoiding the commitment of long-term leases or loans, which means you're not stuck with a car you no longer need or want."

Exciting Times Ahead

Finally, we asked Murphy for his thoughts on what car subscription will look like in the future. 

"Car subscriptions will become more personalised, offering flexible options like short-term use or on-demand access to different vehicles. Advanced technology, such as smart car features, will enhance customisation and remote management, while AI could suggest vehicles or even plan adjustments based on your driving habits, making the service even more tailored and user-friendly for the ultimate driving experience," he predicts.

"Apps will also be more intuitive, providing better features for managing subscriptions, scheduling maintenance, and customising your ride. It’s an exciting industry to be in, and I can’t wait to see what the future holds," concludes Murphy.