Ford Motor Company (NYSE: F) is the latest major vehicle manufacturer to launch a car subscription service. Ford calls the month-to-month subscription service Canvas, and it is currently only available in the San Francisco Bay area. The monthly subscription fee is based on the vehicle selected and mileage package, ranging from 500 (for no extra charge) to unlimited monthly miles (add $90 per month) selected. The fee includes the vehicle itself, routine maintenance, bumper-to-bumper warranty, comprehensive insurance, tire wear and tear replacement, registration and roadside assistance.

In its FAQs, Ford indicates that subscribers are responsible for any damage in excess of normal wear and tear. It includes this disclaimer:

“In the event that something excessive happens to your car, you are responsible for leveraging the included insurance, maintenance, and warranty services to ensure that your car is in good condition when you are ready to return it. As a reminder, we request that your car be in the same condition you received it in upon returning (plus normal wear and tear).”

Subscribers are also responsible for ensuring that routine maintenance is done, like getting regular oil changes. Those items are included in Ford’s Protect Premium Maintenance Plan, but the driver must make sure that the cars are maintained.

Vehicles range in price from $405 to $565 for the first month. Vehicles available are 2015 models and include the Ford Focus, Fusion, Escape, Mustang, F-150, Explorer and Edge SEL. Users can sort by price (low to high or high to low), model and color. When visiting the site, we got this error message, so it looks like they are working on inventory as they launch Canvas:

According to Ford, the longer you stay in your car, the cheaper it gets because there is less work for Ford. There is a one-month minimum subscription, but no maximum. If Ford wants to retire the vehicle from the fleet, it will replace the vehicle with a comparable one.

Ford follows behind other car manufacturers, Hyundai and Cadillac, who’ve launched similar services over the last six months. Hyundai announced its Ioniq electric car subscription in November. It was set to launch in early 2017 in California. GM announced its car subscription, Book by Cadillac, in January. For a flat monthly fee of $1,500, members can get access to select Cadillacs.

The week before Ford’s announcement, Cox Automotive, the owner of Autotrader and Kelley Blue Book, and Holman Enterprises announced the launch of Flexdrive, a vehicle subscription and services platform that is not manufacturer specific. Initially, it will be available in Atlanta, Austin and Cherry Hill (New Jersey). Flexdrive includes a non-refundable membership fee of $150 plus monthly and weekly payment options with no down payment or credit check.

Insider Take:

As we said last week when we wrote about Flexdrive, the car industry is trying to evolve to meet the changing needs of its customers. It has revamped the traditional leasing model to become more of a subscription or membership model, so that it is more attractive to a new generation of car drivers. In reality though, there are similarities to traditional car loans and leasing. The biggest differences are the flexibility, ease of sign-up, and the lack of commitment, depending on the car subscription you choose.

What we find particularly attractive is the all-inclusive price, and in the case of Ford, it seems to have the most affordable price point with the lowest level of commitment. With the Hyundai subscription, for example, consumers have to choose between a 24 and 36-month term, so they are still locked in. With the Cadillac subscription, there is more flexibility but a hefty price tag that it puts a subscription out of range for many buyers.

As these subscription and membership programs mature, we expect to see them evolve. Car manufacturers will take what they’ve learned through the fleet model and apply that to the subscription model, tweaking the “rules,” pricing and terms as they go.