Mercedes-Benz will be rolling out a pilot service called the Mercedes-Benz Collection. Subscribers will be able to access their vehicles under three tiers: Signature, Reserve and Premier. Users will be able to select any vehicle body offered within the tier. Vehicles include SUVs, sedans, coupes, cabriolets, wagon models and even roadsters. The pilot service will launch in Philadelphia and Nashville and is limited to 70 users in each city. The service may expand to other locations if there is a demand for the service.
In the announcement Dietmar Exler, president and CEO for Mercedes-Benz USA said "we're always looking to stay ahead of our customers' needs and wants, as well as to bring new people to the brand." He continues "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." The subscription will be app-based and cost from a range from $1095 to $2995 a month plus a $495 activation charge. The monthly fee will pay for insurance, vehicle maintenance, 24/7 roadside assistance and concierge delivery. Their users will be able to request new cars and schedule their delivery via the app.
The Signature plan is offered at $1095 monthly price includes the C300 sedan, coupe, and convertible, Mercedes-AMG CLA 45 sedan, GLC300 crossover, and SLC300 roadster. The Reserve plan, which is an additional $500 a month adds the E-Class sedan and wagon, Mercedes-AMG C43, and GLE350 crossover. Only Philadelphia users are offered the $2,995 Premier plan which include the ultra high luxury models such as the Mercedes-AMG E63 and the G550. A similar BMW subscription program announced in April is set to debut in Nashville which will pit the two automakers in direct competition. Volvo also has a subscription program which allows their users a new vehicle after two years and their monthly fees includes maintenance costs, insurance and registration. The new subscription resembles a car rental service which is exclusive to an automaker. Rival automakers have been testing new avenues to generate revenue beyond the traditional business of car ownership.