I think there's WAY too much baggage with the word leasing. Car ownership-as-a-service or car subscription or... For $X, you get a the use of a clean car full

I think there's WAY too much baggage with the word leasing. Car ownership-as-a-service or car subscription or... For $X, you get a the use of a clean car full-time. For a $30 cleaning fee, you can swap it out for a different car (bonus-- drive different cars!). Or for a one-time fee, you can access the "specialty fleet" - trucks, vans, and the like for when you need to move stuff or when you have lots of company in town. Upsell to insurance packages, white-glove maintenance packages, etc. This also disrupts long-term car rental (which is annoying) for relocation, long-term biz trips, etc. Huge savings in time dodging registration, buying/selling, etc. The big question is: can you make the numbers work... And, of course, the elephant in the room is that you need a TON of money to give this a proper try (though there are interesting hacks to test an MVP).