Pricing has been a major barrier for many of these subscription services. Mercedes Collection offered access to around 30 different model variants with maintenance and insurance included with four pricing tiers ranging from $1,095 to $3,595 per month.
"While consumers enjoy easy car ownership, there's a limit to how much they're willing to pay for it," Caldwell explained. "At the start, customers enjoy changing the car. After a certain period of time, that sort of gets old and they want to leave their car with their stuff in it."
"Covid-19 really will put the nail in the coffin, as the idea of swapping cars is off-putting to most consumers and likely unadvisable by health officials in this environment," Caldwell added.
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