What's the difference between a service contract and a car subscription?

A service contract typically covers service and wear parts over 36-60 months, the customer owns the car. A car subscription (all-inclusive) also includes insurance, charging and sometimes the car itself. CARRUSLiNK focuses on service contracts, because that's the model independent dealers can run profitably without fleet scale.

Which model fits my business?

If you sell 100-1,000 cars/year to private and small business: run the 3-package model (Basic, Plus, Premium). If you sell 1,000+ cars/year with fleet customers: add an All-inclusive lease-like model for the EV segment.

What share of customers sign up?

Without default pricing: 5-10%. With default on the sales sheet + automatic follow-up: 35-50%. Top dealerships hit 60%, typically because they also sell to existing customers with 3-5 year old cars.

What's the typical gross margin?

25-45% when plans are designed right with standardised cost per package. If cost is unknown: typically 10-25% or outright loss. Standardisation is the key.

Can I start with existing customers?

Yes, the biggest opportunity is customers who bought 3-5 years ago without a contract. Run a campaign, send offers automatically, and expect 15-25% conversion. Typically faster than waiting on new sales.

What happens if the customer sells the car?

Contract can typically be cancelled with 1 month's notice, or transferred to the new owner if the car is sold through you. Transfer is a huge loyalty driver, the next owner becomes your customer at zero marketing cost.

Guide · Vehicle service subscriptions

Vehicle service subscriptions: model overview & what works

Vehicle service subscription, service contract, maintenance plan, it goes by many names, but the business model is the same: recurring monthly payment covering car operation over 3-5 years. Here are the 4 main models, what they cost, and which fits which customer.

Last updated: 2026-06-01

Short answer (TL;DR)

There are 4 main models: Basic service (statutory service + oil, DKK 400-550/mo), Complete service (+ wear parts, tyre storage, DKK 600-750/mo), Premium (+ valet, loaner, glass, DKK 750-900/mo) and All-inclusive lease-like (+ insurance, charging, DKK 1,500-3,000/mo). Most independent dealers run the first three. All-inclusive requires fleet scale.

What most dealers get wrong

One offer for everyone, no differentiation by car type, age or customer segment
One-off invoice instead of monthly subscription, no MRR effect
Forget to sell to business customers, where subscription fits 10x better
No 'upgrade flow' from Basic to Premium, customer stuck on the cheapest package
Comparison with leasing isn't clear, customer doesn't know what they're getting
No offer to 3-5 year old cars, the biggest opportunity

Build a converting subscription portfolio

1. Start with 3 packages: Basic, Plus, Premium

Basic = statutory service + oil. Plus = + wear parts + tyre storage. Premium = + valet + loaner + glass. Customer picks a package, not 15 individual add-ons.

2. Price by car segment

Micro/family/premium segments have different expected costs. Use 3 price segments per package instead of one price for all.

3. Default on every car sale < 5 years

Show the package as default on the offer. Default effect: attach rate 4-5x. Car > 5 years: offer a 'refresh package' with fixed service intervals.

4. Business offer separate

Business wants fixed monthly price per car in fleet, invoice via company number and consolidated reporting. Build a 'fleet package' with 5%, 10% or 15% discount at 5, 10, 20 cars.

5. Upgrade flow at every contact

When customer books service, system suggests 'upgrade to Plus +DKK X/mo, then tyre storage included'. 10-15% upgrade per contact.

6. Lease comparison on the offer

Show the customer: 'Buy car + Premium subscription: X/mo for 36 mo. Leasing: Y/mo for 36 mo, but you don't own the car at the end'. Clear choice, clear advantage.

7. Existing customers with 3-5 year old cars

Biggest untapped opportunity: customers who bought 3-5 years ago without a contract. Send campaign: 'Sign up now, same price for the rest of the car's life'. 15-25% convert.

What a mature subscription model gives you

3-5 years MRR per car

Every car becomes 36-60 months of predictable revenue. Cash flow stabilises dramatically.

95-98% payment success

Direct debit or card every month. No more 30-day chasing and collections work.

Workshop becomes a booking magnet

Every subscription customer comes in 1-2 times/year. Utilisation rises, and every visit has an upsell flag.

Loyalty to next car purchase

Subscription customers trade in with you 2-3x more often than non-subscribers, because you've stayed in touch and delivered frictionless service.

Upgrade MRR from existing

10-15% upgrade from Basic to Plus or Plus to Premium per year. Pure MRR growth without new sales effort.

Business value rises 2-3x

Dealerships with MRR businesses sell at 2-3x higher multiples than pure sales operations. Service portfolio becomes exit value.

The 4 main models side by side

Model	Covers	Typical price/mo	Best for
Basic service	Statutory service + oil	DKK 400-550	Car 0-3 years, private
Plus / Complete	+ wear parts + tyre storage	DKK 600-750	Car 0-7 years, private + business
Premium	+ valet + loaner + glass	DKK 750-900	Premium cars, VIP customers
All-inclusive (lease-like)	+ insurance + charging	DKK 1,500-3,000	Fleet, EV segment

Price ranges based on Danish market, Q2 2026. Actual prices vary by car and coverage.

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