Luxury car brands are increasingly testing subscription-based services to get customers who want access to a fleet of sophisticated cars, instead of just choosing one. Mercedes-Benz is the next to join the fray.
The company's US arm announced on Thursday it would start a pilot program called the Mercedes-Benz Collection in June. Nashville and Philadelphia are the first cities where the automaker will offer an unspecified fleet of its new cars. Those who subscribe will have access to the cars through a dedicated application, with some Mercedes-AMG models also planned to be part of the fleet. Subscription prices were not announced, but similar programs from BMW, Cadillac and Porsche range from $ 1,800 per month to more than $ 3,000.
In both January and January it was rumored that Mercedes and BMW would start offering such services, and BMW announced last week, also in Nashville. The already established Book By Cadillac and Porsche Passport pilot programs offer cars ranging from sports cars to SUVs to luxury sedans, depending on what the user wants at any given time. Meanwhile, Audi on Demand has operated in San Francisco for a couple of years, with hourly or daily rates. In all cases, insurance and maintenance are included.
As drivers, especially those living in crowded cities, evaluate car ownership, luxury brands are likely to increasingly test subscription-based services to test their cars. For a price, of course.