Porsche Drive Speaks to an App-Based Generation We’ve encountered an automobile market where subscription culture reigns By Joseph Cicerone Created by Embraced by consumers who’ve grown accustomed to its efficiency and affordability, subscription culture has dominated a growing number of markets. While subscription services are not new, they are evolving alongside mobility and becoming one of the fastest growing consumer trends. Influenced by the age of music streaming and meal-kit delivery services, the automobile industry has encountered an app-based generation of drivers more inclined to lease, rent or subscribe, rather than buy. Answering this unique market is Porsche—granting Canadian consumers access to a flexible rental and monthly subscription service through it’s app Porsche Drive.