Enterprise Holdings, manager of the largest and most diverse privately owned fleet in the world, has launched the U.S. car-rental industry's first vehicle-subscription service in three states: Minnesota, Missouri and Nevada.

Under the new Subscribe with Enterprise program, one monthly fee lets customers select from several different vehicle classes – full-size and premium sedans, small and mid-sized SUVs, and light duty trucks – representing more than 20 makes and models. In addition, subscribers can swap out their vehicle up to four times per month.

"We're starting out in just three states to make sure we have enough time to develop a deep understanding of the subscription process and consumer preferences," said Randal Narike, executive vice-president of operations for Enterprise Holdings.

The new service will have a minimum commitment of only two full calendar months. In addition to providing a vehicle tailored to the renter's specific needs, the monthly cost will include up to 3,000 miles per month – higher than the mileage limit for most traditional leases – as well as vehicle maintenance, roadside assistance, damage and liability protection, and Sirius XM Radio (when available).

"Consumers have asked us for long-term rental options that offer a new level of flexibility for when they need a sedan, an SUV or even a truck," noted Narike. "This service expands on our commitment to provide customers with innovative mobility alternatives that meet them where they live and work."

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