From the idea to the street.
Having access to a fleet of various classics and young classics to cruise around in at one’s leisure, yet without the hassle of actually owning one makes the heart of any vintage car lover – and those aspiring to be one – skip a beat.
First launched as a pilot project in October 2015 in Sindelfingen, the Mercedes-Benz Legends Club now transforms this dream into a reality. Members are able to choose from a pool of over 30 Mercedes-Benz icons as well as classics from other brands such as Porsche and Austin Healey.
The project was initially conceptualized by Daimler’s in-house innovation lab, a business innovation division tasked with searching for new business opportunities that can serve to complement and support core business operations. The Legends Club combines the dream of driving a classic car with modern CarSharing concepts. Reflecting today’s widespread trend of the sharing economy, the Legends Club grants it’s members hassle-free access to a fleet of beautiful vintage vehicles – without having to worry about secure parking spaces and staying on top of regular vehicle maintenance.
During the pilot project’s first phase we are striving to learn how and in what capacity the Legends Club can be integrated into our existing mobility portfolio to the greatest benefit of our customers.
In the wake of this research, we are also pursuing a new target group: people living in urban environments who e.g. lack the garage space to securely harbour an old-timer, are hesitant to make a commitment to a single car model and just want to focus on enjoying taking an old-timer out for a spin once in a while – regardless of their age group. For this group of people the emphasis is on enjoying a vehicle versus owning one.
Our long-term goal is to build a global community that grants everyone access to an old-timer.