ATLANTA -

Mercedes-Benz officially launched its previously announced vehicle subscription pilot on Tuesday in Nashville, Tenn., and Philadelphia.

Mercedes-Benz USA, which first revealed its plans for the Mercedes-Benz Collection in April, is working with its captive finance arm and dealer body to run the subscription pilot.

“We’re always looking to stay ahead of our customers’ needs and wants, as well as to bring new people to the brand,” MBUSA chief executive Dietmar Exler said in a news release.

 “We know there is a market opportunity for people who would like the ability to move in and out of vehicles, depending on what they need or want at a particular point in time, or who don’t want to own a vehicle right now,” Exler said. “That’s why we are excited to test the waters with Mercedes-Benz Collection.”

Monthly payments in the program’s three tiers (with two offered in both Philly and Nashville) will run from $1,095 to $2,995. There is a $495 one-time activation fee.

Insurance, roadside assistance and maintenance are included in the subscription.  

The program utilizes an app through which the user communicates with a local concierge, who works with the consumer on vehicle delivery and exchange.

Once the user downloads the app, he or she creates an account, provides credit card information and picture of his or her driver’s license and a plan.

The program then verifies the information, checks driving and credit history and the application is processed.  

For that first delivery, the user is contacted for their vehicle and delivery specifications. Going forward, the requests are made via the app. Delivery is made by the local concierge.

“Customer’s appetites are changing when it comes to how they access products and services, and our financial and mobility services are evolving to fit those demands. Adding Mercedes-Benz Collection’s subscription services to our product portfolio is a natural fit,” said Geoff Robinson, vice president, Mercedes-Benz Financial Services USA, in the release. “We are working to provide one of the most diverse offerings in the market today and expect to learn a lot from this pilot.”