Picture the scene: you finally get the keys to your dream car. You drive it, pamper it and immerse yourself in the owners’ community. But six months later, the excitement fades. Familiarity creeps in, and suddenly you’re bored. The car’s back on the market, and you’re already scrolling through the classifieds for your next automotive fix. And so the cycle repeats – along with all the hassle, cost and admin of buying and selling yet again.
It’s a scenario many of us petrolheads know all too well. I’ll admit, I’ve been there more than once – selling a car in a moment of restlessness, only to regret it months later. But that’s part of the joy and heartache of being a true enthusiast. More sobering still, it reminds us that there’s a finite number of vehicles we’ll realistically get to own in a lifetime.
Enter The 12 Club – entrepreneur Benjamin Fortuin’s answer to this conundrum. The concept is elegantly simple: The 12 Club will offer 12 members the opportunity to drive 12 luxury cars over 12 months, ranging from a Mercedes-Benz G-Wagon to a Lamborghini Huracán.
“The idea came to me while I was finishing my master’s degree in Canada,” Fortuin tells me over a video call. “I’ve always been intrigued by the concept of members’ clubs – places such as Soho House, where people pay just to be part of a space.”
He continues: “I’ve always loved sports cars, too. I remember saying to my mum: ‘Wouldn’t it be amazing if you could drive a different sports car every month, without all the hassle?’ I looked at what was already out there in the UK, and realised I could combine the two ideas.”
With the exclusive members’ club concept in mind, Benjamin is keen to emphasise that he never wanted The 12 Club to be a glorified rental service: ““”I don’t want this to feel like you’re booking a car with Hertz or Enterprise. I want to build a real members’ club – a tight-knit community of like-minded enthusiasts.”
To achieve this, Fortuin plans to organise curated road trips and driving events with stays in luxury hotels. The 12 Club has already established a partnership with luxury hotel brand Iconic. “The idea is to elevate not just the luxury car ownership experience, but also the lifestyle and social element, too,” he explains.
Fortuin reports strong interest in the concept since he founded the company in January 2024. Around 20 prospective members have registered their names via the website, but Fortuin is waiting to secure the initial round of investment before awarding the first memberships.
“We’ve noted down plenty of names, but we’re still finalising funding to get the cars – it’s the most difficult part,” he admits. “Selecting the cars has taken plenty of research. I’ve looked hard at depreciation curves – we’re buying pre-owned examples with low mileage, then selling them after two years. It’s not about the flashiest supercars, but about delivering variety, emotion and that special buzz that comes from living with a different sports car each month.”
It’s worth noting that the exact cars listed on the website may still change slightly. An Aston Martin DB11 could become a Vantage, for example. Members also won’t be able to reserve a specific model for each month. “At the start of the year, we’ll ask everyone for their preferences. If someone has a birthday in April and they want the Lamborghini, then we’ll try to accommodate that. But there are no guarantees – and if that’s a deal-breaker, we’re probably not the right club for them.”
Long term, Fortuin hopes to replicate the concept across the UK. “Eventually, I would like to build five of these clubs across the country. But first, I’ve got to make sure that Club One is exceptional. If it fails, then there’s obviously no point in creating more.”
For now, The 12 Club is busily planning its first kick-off event, which is scheduled to take place at the opulent Cliveden House hotel in Taplow, Berkshire. The event is being organised in collaboration with Iconic Hotels. “We’ll have all 12 cars lined up on the driveway, a beautiful dinner, and all the members and their partners staying the night. Everyone will then get their keys and drive away the next morning. The first impression is everything.”
The membership criteria is strict: “Insurance, driving-history and licence checks must be carried out. And we ideally want people who bring something to the group. I’d love to have 100 people apply, so that we can choose the best 12. That’s the dream.”
Membership is priced at a fixed monthly fee of £3750, totalling £45,000 for the full 12-month experience. The all-inclusive package covers insurance, monthly vehicle swaps with collection and delivery, valet care and access to exclusive member events.
For more information on The 12 Club, click here.
