Mercedes-Benz USA will halt its two-year vehicle subscription pilot this summer, the latest automaker to walk away from the nascent business model.
Sales chief Adam Chamberlain described the service, launched in 2018, as a learning exercise to determine whether the alternative ownership model could attract new customers to the luxury brand. The executive said the pilot is ending on schedule.
"If the demand would have been unbelievable, then it could have gone further," Chamberlain told Automotive News last week. "But demand was just OK, so we kept it."