OWNERS is an app for driving the Mercedes-Benz line-up for exactly as many days as you need. You buy access to the model you want in days per year, and on those days the car is brought to you.
A lease wearing the word subscription
Most so-called car subscriptions are long-term leases. You commit for years, pay every month, and the car keeps costing while it sits in the garage. OWNERS changed the unit of the deal. Not a term — days. Someone who will drive twenty days a year buys twenty days.
The car comes to you
Change the unit and the logistics follow. You can't ask someone driving four days to travel to a branch and sign for a car. So the car travels instead: on the day you booked, it's delivered where you asked for it.
Browse before you sign up
On the first screen, Browse sits right under Sign up and Log in. Nobody is asked to register before seeing what's on offer — the line-up is the argument here, so showing it first is simply faster.
A white screen around a Mercedes-Benz
The background is left empty, with one photograph of a car and its driver at the top. The only color on the screen is the logo and the primary button. Where the brand is already strong, the interface has no reason to raise its voice.
You don't own it. On the days you drive, it behaves as if you do.
