Mazda Mulls European Subscription Service

Mazda Motor Corp. may add a vehicle subscription service in the U.K., Autocar reports.

Noting the growing appeal of such schemes among millennials, Mazda U.K. managing director Jeremy Thomson says there is a place for the service in the future. But he adds that Mazda still is in the early stages of evaluating the technology.

Several carmakers have experimented with subscription plans in recent years with varying levels of success. Cadillac, which suspended its program last December due to technical issues and high costs, plans to relaunch Book by Cadillac next spring.

The subscription plans typically allow customers to exchange vehicles during short-term leases and combine fees into a single monthly payment that covers insurance and routine maintenance.