Mercedes Targets Millennials

ATLANTA — Atlanta is now the third city in America where Mercedes Benz will offer a pilot program for you to subscribe and drive off in a luxury car.

It follows in the footsteps of Amazon Prime and Netflix, which offer subscription services you can cancel at any time without penalty. Mercedes Benz is now offering a subscription service to drivers, with no long-term commitment, as the company looks to lure younger drivers to the brand.

While more expensive, this new option allows flexibility so drivers don't have to get locked down in a long term lease or purchase. You sign up with your credit card, the company runs a credit check and you can drive off in a luxury car. You can trade for a different model as many times as you want and cancel your subscription at any time.

Adam Chamberlain, Vice President of Sales for Mercedes Benz USA based in Atlanta, Georgia, tells WSB Radio “for example you can be driving a two seater convertible for the weekend, the sun is out and it’s nice and warm but then you realize you need to pick up a big parcel from home depot during the week, so you simply schedule it with in the app that you would like a bigger car, an SUV, the app will then provide you a date and time that’s convenient for you, and one of our concierge drivers will come out and meet you either at work or at home, change the car over, you’re all set, and off you go to home depot to pick up your parcel.”

There is a one-time $495 fee for the credit check and to sign up for the subscription service. Then, once approved, you pick the tier of service you want. Currently there are three tiers, starting with the entry level tier of $1,095 a month. The fee includes the car, title fees, insurance, 24-7 road service, and all maintenance costs.

Chamberlain tells WSB Radio "what we have seen so far for the new subscription service is the average age of customers who have signed up is 42 years old, which is significantly lower than our traditional customer for purchase and lease, and 85 % of those drivers are new to the Mercedes Benz brand, so this is bringing is a different younger demographic."

Mercedes Benz is also testing this program in Philadelphia and Nashville.

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