After a while, Mercedes Collection like most automakers and dealers, demonstrated the benefits of a digital approach to the automotive experience, benefits that all brands will soon enjoy. Mercedes has discontinued its Mercedes Collection subscription service. In our turbulent economy, subscription car brands are exploring the idea of usage-based ownership and short-term ownership. Car brands have entered the track of subscription-based personal mobility. Most car subscription programs are promoted by luxury car brands. The Mercedes Collection has given people a different driving option than buying or leasing. Analysts predict that car subscription programs will reach about 10 percent of new car sales by 2025. If you found our articles on brand strategy and management interesting and want to deepen your knowledge, your marketing teams’ or managers’ knowledge, we can design a customized training and development program for you. ZipCar and other similar companies also offer a no-obligation ride, but choosing a car is not a luxury. People who don’t own a car may want to buy one, but not because of the hassle and other costs associated with owning a car. They want to drive different cars with different features, performance and luxuries. Currently, the subscription model accounts for about 1% of new car sales. The forecast for 2025 is 16 million new and used cars used by subscription car fleets. Even Hertz, which is in Chapter 11, has started a subscription model program in some test markets in 2019.
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