A new mobility provider promising ultra-flexible leasing for fleets is launching in the UK.

Karl Howkins, managing director of Sogo

Headed up by former Citroën UK managing director Karl Howkins, Sogo will offer a subscription model, with leases available from one month to four years.

It will draw on a fleet of around 5,000 vehicles in its first year, backed by Cambria Automobiles Plc, and will launch to fleets first, followed by consumers.

The subscription service, available online, will include insurance, maintenance and breakdown cover. Customers will also be able to speak with members of a customer service centre in Milton Keynes, who will provide support if needed.

The company will operate nationally with a network of logistics hubs. It owns and manages its supply chain and is in negotiations with a number of OEMs to build stock ahead of launch. Vehicles will be remarketed through Sogo-sponsored channels.

Karl Howkins said: “The leasing market continues to grow apace and accounted for over two million vehicles last year. Our research shows that customers are demanding increasingly flexible leases and, of course, value. We believe our business model combines fantastic service and cutting-edge technology to deliver an industry-leading service for small businesses and the iPhone generation alike.”