Volkswagen has introduced VW Flex, a new vehicle subscription service available in select Atlanta dealerships, allowing customers to experience popular models like the Atlas, Tiguan, and Jetta for a single monthly fee.

The month-to-month subscription includes maintenance, insurance, and 24/7 roadside assistance, offering a flexible alternative to traditional car leasing and ownership. With a minimum commitment of just one month, customers can switch models or cancel their subscription as they wish. The fully digital application process allows users to reserve a vehicle online and choose dealership pickup or metro Atlanta delivery for an added fee.

“We’re thrilled our customers have a new mobility option through this partnership with Volkswagen Financial Services,” said Andrew Savvas, Chief Sales and Marketing Officer for Volkswagen North American Region. “This subscription service brings our brand to a whole new segment of consumers who are looking for a simple and flexible mobility option, as well as those who want an easy way to experience the Volkswagen brand for themselves.”

“By partnering with Volkswagen Group of America to introduce a new vehicle subscription model that offers customers a flexible mobility option, we’re able to accelerate our mission to be the key to mobility for consumers,” said Tina Unterlaender, Senior Director of Product Management & Innovation, Volkswagen Financial Services. “This innovative service reflects our commitment to meeting the evolving needs of modern consumers, providing them with unparalleled convenience, choice and value.”

The VW Flex pilot aims to capture valuable data on consumer preferences and mobility needs, which Volkswagen may use to inform future expansions or adjustments to the program.

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Volkswagen’s VW Flex pilot comes at a time when some automakers, like Volvo, are moving away from subscription models. While initial subscription programs offered flexibility, they also faced regulatory and practical challenges that led several brands to refocus on traditional leasing and sales channels. By launching VW Flex in Atlanta, Volkswagen is exploring a more adaptable approach, avoiding pitfalls such as charging for core vehicle features, which some competitors have faced backlash over.

The inclusion of maintenance and insurance in VW Flex, rather than charging for built-in vehicle elements, keeps the program consumer-focused and may provide a fresh revenue stream. If successful, the pilot could serve as a valuable case study in how automakers can balance innovation with practicality, offering a flexible ownership model that respects customer expectations. For subscription industry executives, Volkswagen’s strategy underscores a thoughtful approach to entering the automotive subscription space.