According to a recent Reuters report, the transit-as-a-service operator is offering car and truck owners looking to offload their vehicles a deal: Sell those vehicles via online retail service Carvana and get in return $250 worth of Lyft credits, plus three months of free membership in Lyft’s new Lyft Pink membership subscription program. For now, the program is open only to users in Chicago, Los Angeles and San Francisco, though Lyft reportedly wants to expand it.
In late October, the ride-sharing company started to roll out its Lyft Pink offering. The membership plan costs $19.99 a month and comes with a 15 percent discount on all car rides. It is intended for riders who use Lyft two to three times per week or more. The discount does not apply to bike or scooter rides but Lyft Pink members get three complimentary 30-minute bike or scooter rides per month in select markets.
Other perks offered with Lyft Pink include priority airport pickups, waived lost and found fees and a break on cancellations, with up to three cancellation fees covered each month. There will also be occasional seasonal discounts, premium mode discounts (e.g. Lux or XL) or partnership offers, Lyft’s website said. This new membership plan replaces Lyft’s year-old All-Access Plan, which gave customers up to 30 rides for $299 a month. Any customer who subscribed to All-Access will get an enrollment offer for the new membership service.
The Lyft program joins other recent developments in the world of vehicle subscription services as more consumers consider the possibility of not actually owning cars and trucks. For instance, earlier this year, Enterprise Holdings reportedly ran tests in three states to figure how many consumers would pay (pretty hefty) subscription fees for reliable access to vehicles instead of renting them the traditional way.
Enterprise is hardly the first player in the general automotive industry to go with subscription commerce. Luxury automakers, among others, have already gone that route — in large part to attract younger consumers who might not want to own vehicles, or who are drawn to the ability to switch vehicles with greater frequency.
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