"Millenials aren't driving enough Volvos, how can we fix this?"

This had to be a sentence said at the Volvo marketing team. The automaker has announced a new way to rent one of their vehicles, from your iPhone.

The Swedish vehicle manufacturer has announced a subscription program in the form of a mobile app called Care by Volvo for Apple devices. No word on Android. From the app, users can tour vehicles, configure your setup and even pay with Apple Pay. Once set up, you'll be contacted by a representative to arrange delivery.

What is a subscription service, you may ask? In this case, you pay a monthly fee, and you are given a vehicle to drive. Insurance, servicing, and maintenance are included, so you only worry about gas. Once the subscription is over, you simply give the car back.

The Care by Volvo program will start with a 2019 XC40, costing $600 a month over a two-year agreement. Volvo has confirmed that the 2019 V60 wagon will be the next model to be made available via subscription. Pricing details will be announced closer to the market launch later this year.

While it's true this resolves any concerns over depreciation, I can't imagine that this program would be used for its cost-effectiveness. To each their own, I suppose.