https://www.cnet.com/roadshow/news/jaguar-land-rover-carpe-car-subscription-program/

Carpe, as in carpe diem, is Jaguar Land Rover's new subscription program. Only available in the UK for now, users will pay a set, all-inclusive price and have access to a single vehicle for 12 months. The subscriber will have the option to change programs every 12 months.

I doubt the program covers willful, wanton destruction of its cars, so make sure you know the fording depth before you just jam it into a river.