Culver City Subscription: Signed to taking bookings in 28 days

The Challenge

Culver City sits in one of the most competitive car retail markets in the US. LA shoppers can reach dozens of dealerships within a short drive, compare prices in minutes and walk away from any deal that doesn't feel right. Winning attention there is expensive, and traditional marketing channels are crowded.

The store saw subscription as a way to reach customers who weren't ready to buy or lease, but still wanted a new car without the long-term commitment. The obstacles were the same ones most dealers face when they look at subscription. Building a platform from scratch takes months. Running it usually means new systems, new processes and new staff. And launching without proven demand is a risk few dealer principals want to take.

The Solution

JRNY took on the full launch, so the store could offer subscription without building anything itself. In four weeks, the team delivered:

• A branded subscription website, built around the store rather than a generic marketplace

• An end-to-end booking journey, taking customers from browsing to booked online

• An operations platform to manage vehicles, customers and subscriptions day to day

• Training for the whole team, so the program runs in-house from day one

The offer itself was kept simple. Customers choose from four monthly tiers, each with 1,000 miles a month included, so pricing is easy to understand and easy to compare.

The Process

Speed came from running workstreams in parallel rather than one after another. While the website, booking journey and ops platform were being built, JRNY's pre-registration marketing was already live, building interest in LA ahead of launch.

Training happened before go-live, not after. By the time the site opened, the existing team knew how to handle enquiries, process bookings and manage the fleet. That meant no new hires, no reliance on outside support and no gap between launch and taking revenue.

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The Results

Culver City went live on September 1, 2026 with more than 90 leads already in the pipeline. Instead of launching to an empty inbox and waiting for traffic to build, the team had warm prospects to contact from the first day.

Bookings opened 28 days after signing. For comparison, King Windward, an earlier JRNY launch, took 45 days. Culver City cut that by 38%, and each launch is sharpening the process further.

For the store, subscription now works as a new front door. Customers who start with a subscription get to know the dealership, its team and its vehicles, which creates a natural path to a future purchase or lease.

Milestones

• Day 0: Contract signed with JRNY

• Pre-launch: Pre-registration marketing live, 90+ leads captured

• Pre-launch: Whole team trained on the ops platform and booking journey

• Day 28: Taking bookings

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