Land Rover has entered the on-demand car share service market, with a new service in London with a fleet of 150 Discovery Sports for hire via an app.
Using the app THE OUT, the Discovery Sports are only available in central London (which has the lowest car ownership in Britain), as well as at the city's Heathrow and Gatwick airports. After booking the vehicle on THE OUT's app, the Discovery Sport will be delivered to the renter. The pricing is simple: £195 for the first day, £100 for each day after.
All of the Discovery Sports are 7-seater HSE models with automatic transmissions and diesel engines. The rental includes insurance, two extra drivers, market-rate refueling at the end of the rental, a 600-mile-per-day free mileage allowance, up to two child car seats, and most importantly -- the hefty London Congestion Charge.
A major target audience from the press release seems to be affluent city-dwelling millennials, who are proving to be hugely lucrative targets for anything experiential and travel-related. The press release suggests the Discovery Sport as a way to get away for the weekend, exploring Britain on a weekend roadtrip.
THE OUT is a joint venture with InMotion Ventures, Jaguar Land Rover's venture capital and mobility services department.
The Discovery Sports are only available in London for now, and their rental restrictions currently only allow rentals by British and European Union residents. But if the venture is successful, there's always a chance it could extend across the Atlantic to a major city here.
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