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Feature: The Spice of Life

Marco R. Della Cava

August 1, 2007

All you need to know about the level to which exotic car-share clubs have evolved is encapsulated by Club Sportiva’s posh bathroom. The polar opposite of a suspect rental-agency WC, this cozy cubicle whispers luxury, from its sculptural sink to its faux-finished walls. Forget Gold Club status, this is platinum.

Put simply: It’s more about the client than the cars.

"We don’t just want to put people in nice cars for a few days, we want our club to be an extension of their entire lifestyle," says Torbin Fuller, president of Club Sportiva—at four years old, one of the earlier entries into the increasingly crowded car-share arena. "We’re not looking for customers. We’re looking for people who will find like-minded friends here, and who in turn will refer their friends." (Click images to enlarge)

If that sounds like a country club pitch, it’s deliberate.

With membership dues at many clubs frequently nudging $30,000 for, on average, 30 days of seat time in an array of high-end sheet metal, it’s much easier to lure folks back year after year if the cost of bowing out includes losing connections to a world where people speak your automotive language. And the value of that is obvious to anyone who has ever launched into song about the technical beauty of a Ferrari V-12, only to have dinner guests glaze over in ennui.

Club Sportiva member James Gassel likes to stop by the warehouse-housed club, located in a somewhat sketchy part of San Francisco, for events such as cigar nights or scotch tastings. Not long ago, electric-supercar maker Ian Wright dropped in to talk about the future of speed.

The Van Horssen Group not only provides members with luxury automobiles, they also offer exclusive tours, VIP events, and instructional programs. (Click image to enlarge)

"The cars are certainly central to why I joined, but ultimately it’s the social aspect that has me hooked," says Gassel, an ex-Porsche 911 owner, who now squires his young family around in an Audi S4. "I have a job, I have kids, and I’m extremely time challenged. Being a member here gives me a focused outlet for my passion."

And it’s not just camaraderie that seals the sales pitch. The all-important financial figures also add up. Check in with a range of top players in this market and you get the sense that a growing number of upscale consumers have come to see cars much as they do second homes or jets: why buy when you can borrow?

While automobiles are perhaps the latest luxury category to join the fractional-ownership craze, evidence indicates that the principle obstacle to success—pride of ownership—is being chipped away, as prices for exotics continue to rise and the nature of the hobby shifts. Whereas boomers typically grew up dedicated to a handful of makes and models, today’s up-and-coming car lovers seem to prefer variety, and the newer the better.

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