Mercedes-Benz launches broadest luxury vehicle
subscription plan in the U.S. with "Mercedes-Benz Collection"
Jun 5, 2018 – ATLANTA, GA
Mercedes-Benz
today launched Mercedes-Benz Collection,
providing the broadest offering of any luxury automaker for those drivers who
prefer the variety and convenience of a subscription service. A collaboration
between Mercedes-Benz USA, Mercedes-Benz Financial Services USA and
Mercedes-Benz dealers, Mercedes-Benz
Collection allows subscribers to switch between different types of vehicles
depending on their needs or lifestyle. The service is available as a pilot in
two cities: Nashville, TN and Philadelphia, PA.
"We're
always looking to stay ahead of our customers' needs and wants, as well as to
bring new people to the brand," said Dietmar Exler, president and CEO for
MBUSA. "We know there is a market opportunity for people who would like
the ability to move in and out of vehicles, depending on what they need or want
at a particular point in time, or who don't want to own a vehicle right now.
That's why we are excited to test the waters with Mercedes-Benz Collection."
"Customer's
appetites are changing when it comes to how they access products and services,
and our financial and mobility services are evolving to fit those demands.
Adding Mercedes-Benz Collection's
subscription services to our product portfolio is a natural fit," said
Geoff Robinson, vice president, Mercedes-Benz Financial Services USA LLC.
"We are working to provide one of the most diverse offerings in the market
today and expect to learn a lot from this pilot."
Others
including even rental car companies have tested similar plans. Audi in Miami offered from exclusive hotels and apartments team of
vehicles. Merely call, text ahead
and they will set up the vehicle of choice.
Mercedes
offers three tiers in the program – Signature, Reserve and Premier – with two
offered in each city and prices ranging from $1,095 to $2,995 per month
(depending on city/level). Subscribers pay a one-time activation fee of $495
and may then choose from all the vehicle body styles offered in that
subscription tier, including Mercedes-Benz SUVs, sedans, coupes, cabriolets,
roadsters and wagon models. Each tier also allows access to the company's
popular high-performance Mercedes-AMG models.
The Mercedes-Benz Collection works through a
combination of the new Mercedes-Benz
Collection app and a local concierge. Once subscribed, customers initiate
vehicle exchanges, concierge communication and other actions via the app.
Concierge staff then ensure the delivery is consistent with the details and
preferences in the customer's profile. Subscribers can access any type of
vehicle within their tier with no mileage limitations. The monthly subscription
fee for the tier also includes insurance, 24/7 roadside assistance and vehicle
maintenance.
How It
Works:
- Those interested can download the Mercedes-Benz Collection app via the Apple App Store or Google Play Store and hit "Sign up"
- Users then create an account (provide a credit card, select a plan and provide a picture of the driver's license associated with the account).
- Information is verified, and driving and credit history are checked (subscriber may be contacted with any questions). In most cases, the application is processed and the subscriber is contacted within one business day.
- Subscriber is contacted to find out his or her vehicle needs and desired delivery time and location. After the first delivery, subscribers put their requests in via the app. Requests received by noon can typically be fulfilled the next day.
- Concierge delivers the new vehicle washed, with a full tank of gas and takes away the previous vehicle.
Further
information on Mercedes-Benz Collection
is available at collection.mbusa.com.
Others
are trying the same type of subscription service. Cadillac, BMW, Lexus, Subaru ,Care by Volvo, Porsche, Ford
Canvas. It seems
as if all are testing the car sharing / subscription services. Some are trying to get customers who
get a subscription to buy by giving points for usage of their vehicles. The
subscription services need to be in a larger market. Not just a few locations.
Love the concept and expect it to grow.
BRUCE HUBBARD
BONNIE LYNCH
AUTO ADVISOR GROUP
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