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Road tripping to the mountains? Take the convertible. Headed to your child’s soccer tournament? An SUV will carry the family and equipment. To celebrate the one-year anniversary of the Mercedes-Benz Collection, the automaker’s luxury vehicle subscription service, Mercedes-Benz is expanding its pilot program to Atlanta, Georgia.
Based on subscriber preferences, Mercedes-Benz Collection is also expanding its Nashville, Tennessee offering to include an additional tier, called Premier. The Mercedes-Benz Collection enables subscribers to switch between different types of vehicles depending on their needs or lifestyle. With over 50 model variants in the program, the concierge-driven service offers a broad selection for drivers in the luxury market. In the weeks ahead, Atlanta will also test a new subscription tier, which will consist of the company’s high-performance AMG models.
The Mercedes-Benz Collection launched in June 2018 as a pilot in two markets: Nashville, and Philadelphia, Pennsylvania. Based on a recent agreement between Clutch Technologies and Mercedes-Benz, the Atlanta expansion will involve offering Clutch Georgia members the opportunity to transition to a Mercedes-Benz Collection subscription. The Mercedes-Benz Collection will continue to be powered by the subscription platform from Clutch Technologies.
“The pilot program far exceeded our expectations,” says Adam Chamberlain, Vice President of Sales for MBUSA. “82 percent of the subscribers are new to Mercedes-Benz, and we are hitting the mark, attracting younger drivers who might not otherwise have the opportunity to experience the brand at such a young age. Interestingly, families and couples are equally accessing the service whether for use as their primary car or for fun or as a way to test drive a wide variety of models.”
Geoff Robinson, Vice President, Mercedes-Benz Financial Services USA LLC, adds, “Mercedes-Benz Collection is proof that there is a strong appetite for services that provide people with the flexibility to move in and out of various Mercedes products, depending on their needs, without the added effort of managing vehicle insurance, maintenance or mileage limits. Based upon market input and the learnings from our pilot programs, we continue to fine tune our offering to meet the changing demands of our customers.”
There are three tiers currently in the program—Signature, Reserve, and Premier—with 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 a broad array of Mercedes-Benz vehicle styles offered in that subscription-tier, including Mercedes-Benz SUVs, sedans, coupes, cabriolets, roadsters, and wagon models. Each tier also offers access to the company’s high-performance Mercedes-AMG models. The monthly subscription fee for the tier also includes insurance, 24/7 roadside assistance, vehicle maintenance, and no mileage limitations.
The Mercedes-Benz Collection works through a combination of the 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.
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