Tata-owned Jaguar Land Rover (JLR)  is the latest premium OEM to dip its toes into the car subscription model.

The company's mobility services arm is launching 'Carpe' a new, all-inclusive car subscription service which gives 'hassle-free' 12-month access to new Jaguar and Land Rover vehicles. Carpe is now available to UK residents.

JLR says the service is aimed at busy, high-mileage UK residents who spend many hours a week driving. They can sign up to Carpe nd subscribe to driving a new Jaguar or Land Rover for 12 months with no deposit. Carpe allows subscribers to get a new car every year and the vehicle specifications can be tailored to meet individual needs, with no restrictions on mileage. The vehicle, servicing, maintenance, insurance, roadside assistance and delivery is included in the all-inclusive, unlimited motoring package cost.

Sebastian Peck, MD of JLR's mobility services unit, Inmotion Ventures, said: "Carpe will gather feedback from its subscribers to expand its offering of tailored packages to UK residents. For people who love driving premium vehicles but are tired of inflexible contracts, a subscription to Carpe is the solution. We aim to give our customers as much flexibility, freedom and choice as we can. We are excited to see Carpe come to market."

Carpe packages start from GBP910 per month for a standard specification Jaguar E-PACE through to GBP2,200 per month for a range topping Range Rover Sport HSE (prices exclude VAT).

See also: COMMENT - OEMs explore bundled services and cars on subscription