Cox Automotive and fleet management company ARI’s Flexdrive business has entered a new partnership with Denmark-based car subscription operator Dribe.

The company has announced that Dribe has selected Flexdrive as the technology platform to build and scale its own car subscription program.

“Consumer expectations have shifted rapidly over the last few years and the desire for freedom and flexibility across numerous industries is only growing — car ownership is no exception,” Dribe chief executive officer Lars Eegholm said in a news release. “With Flexdrive’s technology, we were able to get to market quickly and realize immediate market response.”

Launched in 2014, the Flexdrive car subscription technology and services company is a joint venture between Cox Automotive and ARI.

The company provides dealers and fleet owners the ability to offer up on-demand car subscriptions to consumers via mobile devices.

Flexdrive currently offers a white-label solution for partners like Dribe, as well as a domestic consumer marketplace.

Flexdrive partners with operators, both domestically and abroad to provide software-as-a-service to support custom-branded subscription programs.

Meanwhile, domestically, Flexdrive works with independent and franchised dealers throughout the U.S. to deliver the technology and services needed to launch and successfully run a profitable subscription program.

“A car should not be an anchor that someone takes on for years, financially or as it relates to changing lifestyle needs, which is increasingly evident in consumer car financing data and reports that show changing consumer sentiments,” said Flexdrive chief executive officer Jose Puente. “Dribe’s demonstrated ability to quickly build a large subscriber base in a short period of time shows the value of car subscription and that the mainstream concept of 'Buy, Lease, Subscribe' resonates with consumers globally.”

Additionally, the Flexdrive mobile app for iOS and Android devices works as a marketplace where consumers can find local subscription programs in their market.