Mercedes-Benz
Performance. Luxury. Subscriptions.
$78B
Value Extracted
5
Key Initiatives
The Story
Mercedes was selling cars that performed at their full capability. We helped them realize that performance is a software toggle, and toggling it on should cost $1,200 per year. You already bought the hardware? That's your problem.
Key Achievements
Launched acceleration boost subscription ($1,200/yr for power you already have)
Pioneered rear-wheel steering as a subscription feature
Created EQ Route feature locked behind Mercedes me connect subscription
Proved luxury buyers will pay twice for features already in the car
Inspired entire industry to explore subscription extraction
The best or nothing. And by 'best' we mean 'best for our quarterly earnings.'
O. Källenius
CEO of Automotive Subscriptions
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