Mercedes-Benz of Sugar Land is building customer loyalty and making roads safer at the same time.
Since 2014, the Texas dealership has sent more than 260 teenagers through a driving safety school that uses an array of Mercedes vehicles to teach various maneuvers.
The initiative started as a perk for dealership clients' children as part of a VIP benefits program, but it was expanded in 2019 to include the local Clements High School as the store made the experience available to those outside its customer base for the first time.
The training has been a hit with Mercedes-Benz of Sugar Land clients in the dealership's "First. Class. Access." program, which is built around a package of lifestyle sweeteners. Besides the teen driving school, these customers get offers through businesses such as travel concierge services, member pricing at a spa and special rates at the Grand Hyatt Baha Mar in the Bahamas, to name a few.
"We pitch it as taking care of o…