Hi all I see there are a few questions/comments on our subscription service...we are very much in soft launch mode while we iron out any kinks which is a pretty typical approach. Marketing is very PR and digital focused, and ramps up over the next few months as we get users and case studies that we can share with the public.
Advertising dollars are very targeted so quite likely you may not see the ads. As a number have commented on here supply is very short in used cars because of the supply constraints in new car supply chain...so we will build subscribers and stock levels as demand calls for it. We don't really know what the demand will be but it makes sense commercially to increase marketing spend as we get a feel for levels of demand. The great thing about digital is that there are very clear and transparent metrics on cost of customer acquisition, and I think there would be plenty of criticism the other way if we spent a ton of money on tv advertising with little to show for it.
Also subscription isn't really about sharing...when you are subscribed to a car you have 100% exclusive access to it, as opposed to a service like City Hop which is car rental by the hour ... much more of a sharing model. I suppose it could be called long term sharing as the minimum time to subscribe is 30 days. And a reminder each car "deep cleaned" after it is returned of course!
if anyone has further questions happy to answer directly @
todd.hunter@turners.co.nz