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Tchibo sells electric cars by subscription Coffee with milk and Tesla
Tchibo now also has Teslas: The coffee roaster is getting into the business of electric car subscriptions. But the supposed coup with the US company's vehicles raises questions.
From Martin Wittler
April 7th, 2021, 5:29 am
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Tchibo sells bicycle helmets, bras and grill aprons, as well as coffee, of course - and from now on also temporary electric cars. The vehicle types Tesla Model 3 and Fiat 500e are offered in cooperation with the car subscription provider "like2drive".
Photo: Tchibo
Tchibo has not been a pure coffee dealer for a long time. The Hamburg-based company also sells underwear, furniture and greenhouses.
However, the latest addition to the range should also surprise retail professionals: Tchibo now also has Teslas. And the Fiat 500e. The two electric cars are being marketed in cooperation with the car subscription service "like2drive". Tesla's electric sedan was the best-selling electric car last year, and Fiat's retro small car is still fresh on the market.
Subscriptions can now be concluded for both models at Tchibo for a fixed monthly price - so it's all about car ownership for a limited period of time. With Tesla the contract runs for 12 or 24 months, with Fiat 13 months. The monthly rate includes costs such as insurance, taxes, maintenance, TĂśV and registration. Only the fuel, in this case electricity, has to be paid additionally.
Companies from outside the industry have tried to market cars more often. A few years ago, telephone provider 1 & 1 offered a special leasing offer for a Peugeot 208 when a new flat rate was concluded. Discounter Lidl also made headlines with leasing offers , including Kia and Fiat models. However, the competition center accused Lidl of selling “outdated slow-moving goods”.
Photo: Stellantis / Fiat
These electric cars are now available from Tchibo
Tchibo's plan to market the vehicles by subscription is in line with the trend . Ferdinand Dudenhöffer, director of the Center Automotive Research (CAR) in Duisburg , estimates that the new offer could further change classic car sales . “Cars will increasingly be sold on such channels in the future. The classic car dealer continues to lose importance, «says the auto expert. Figures from the CAR Report show that the potentially high-margin business with car subscriptions is becoming more important: The number of offers also increased significantly in March, while the number of classic discount campaigns declined.
The number of Tchibo car subscriptions is limited
Thanks in part to Tchibo, things could continue like this in April - at least for a short time. The cooperation between Tchibo and “like2drive” ends when all of the vehicles reserved for this promotion are sold out. The Tesla Model 3 is only available in the “two-digit range”, the Fiat 500e “four-digit” - that was what a Tchibo spokeswoman said when asked by SPIEGEL, but did not give more precise figures. Just this much: if the campaign is a success, further offers could follow.
At least with a view to the Teslas it sounds like a pure PR gag and not only because of the limited number of cars there are other questions. For example, according to the specified free kilometers. With the Tesla it is 10,000 kilometers with a 12-month runtime and 20,000 kilometers with 24 months. With the Fiat 13,000 kilometers are included in the 13 months.
Stephan Lützenkirchen, co-founder of the provider “Vive la Car”, thinks that this is atypical for subscription cars. The offer is very similar to a complex full-service leasing contract that offers no flexibility in terms of duration and mileage, he judges about the offer from Tchibo and »like2drive«. The offer does not include termination at short notice as well as the kilometer package, which can be adjusted monthly if necessary. With »like2drive«, however, it is said that the offered contract periods of 12 and 13 months are simply the most frequently requested usage periods.
Price seems attractive - conditions are rigid
The car subscription company "like2drive" takes over the entire process for the Tchibo offer. The cars come from the provider's fleet and are looked after by him. The vehicles will be handed over at one of the six nationwide "like2drive" locations. For a surcharge of just under 199 euros, the vehicle is delivered directly to the customer's doorstep.
But is it actually an advantage to book an electric car with a subscription from Tchibo? The answer might be in the price. The Tesla is only available for 777 euros per month in cooperation with Tchibo, according to “like2drive”. With the car subscription competitor “Finn Auto”, for example, the Tesla Model 3 is available for a term of six months or more for 799 euros per month (including 1000 kilometers per month). According to the CAR Institute, buying a Model 3 could make more economic sense than a subscription.
With the new Fiat 500e, the subscription should often be cheaper than a car plus ancillary costs. Tchibo is offering the car for a monthly rate of 289 euros, with “Finn Auto” the car costs 299 euros per month - with the same duration (13 months) and identical free kilometers (1000 per month). However, other kilometer packages can also be booked with »Finn Auto«. Comparing offers remains essential.
SOURCE: Der Spiegel
Tchibo now also has Teslas: The coffee roaster is getting into the business of electric car subscriptions. But the supposed coup with the US company's vehicles raises questions.
From Martin Wittler
April 7th, 2021, 5:29 am
Tchibo sells bicycle helmets, bras and grill aprons, as well as coffee, of course - and from now on also temporary electric cars. The vehicle types Tesla Model 3 and Fiat 500e are offered in cooperation with the car subscription provider "like2drive".
Photo: Tchibo
Tchibo has not been a pure coffee dealer for a long time. The Hamburg-based company also sells underwear, furniture and greenhouses.
However, the latest addition to the range should also surprise retail professionals: Tchibo now also has Teslas. And the Fiat 500e. The two electric cars are being marketed in cooperation with the car subscription service "like2drive". Tesla's electric sedan was the best-selling electric car last year, and Fiat's retro small car is still fresh on the market.
Subscriptions can now be concluded for both models at Tchibo for a fixed monthly price - so it's all about car ownership for a limited period of time. With Tesla the contract runs for 12 or 24 months, with Fiat 13 months. The monthly rate includes costs such as insurance, taxes, maintenance, TĂśV and registration. Only the fuel, in this case electricity, has to be paid additionally.
Companies from outside the industry have tried to market cars more often. A few years ago, telephone provider 1 & 1 offered a special leasing offer for a Peugeot 208 when a new flat rate was concluded. Discounter Lidl also made headlines with leasing offers , including Kia and Fiat models. However, the competition center accused Lidl of selling “outdated slow-moving goods”.
Photo: Stellantis / Fiat
These electric cars are now available from Tchibo
Tchibo's plan to market the vehicles by subscription is in line with the trend . Ferdinand Dudenhöffer, director of the Center Automotive Research (CAR) in Duisburg , estimates that the new offer could further change classic car sales . “Cars will increasingly be sold on such channels in the future. The classic car dealer continues to lose importance, «says the auto expert. Figures from the CAR Report show that the potentially high-margin business with car subscriptions is becoming more important: The number of offers also increased significantly in March, while the number of classic discount campaigns declined.
The number of Tchibo car subscriptions is limited
Thanks in part to Tchibo, things could continue like this in April - at least for a short time. The cooperation between Tchibo and “like2drive” ends when all of the vehicles reserved for this promotion are sold out. The Tesla Model 3 is only available in the “two-digit range”, the Fiat 500e “four-digit” - that was what a Tchibo spokeswoman said when asked by SPIEGEL, but did not give more precise figures. Just this much: if the campaign is a success, further offers could follow.
At least with a view to the Teslas it sounds like a pure PR gag and not only because of the limited number of cars there are other questions. For example, according to the specified free kilometers. With the Tesla it is 10,000 kilometers with a 12-month runtime and 20,000 kilometers with 24 months. With the Fiat 13,000 kilometers are included in the 13 months.
Stephan Lützenkirchen, co-founder of the provider “Vive la Car”, thinks that this is atypical for subscription cars. The offer is very similar to a complex full-service leasing contract that offers no flexibility in terms of duration and mileage, he judges about the offer from Tchibo and »like2drive«. The offer does not include termination at short notice as well as the kilometer package, which can be adjusted monthly if necessary. With »like2drive«, however, it is said that the offered contract periods of 12 and 13 months are simply the most frequently requested usage periods.
Price seems attractive - conditions are rigid
The car subscription company "like2drive" takes over the entire process for the Tchibo offer. The cars come from the provider's fleet and are looked after by him. The vehicles will be handed over at one of the six nationwide "like2drive" locations. For a surcharge of just under 199 euros, the vehicle is delivered directly to the customer's doorstep.
But is it actually an advantage to book an electric car with a subscription from Tchibo? The answer might be in the price. The Tesla is only available for 777 euros per month in cooperation with Tchibo, according to “like2drive”. With the car subscription competitor “Finn Auto”, for example, the Tesla Model 3 is available for a term of six months or more for 799 euros per month (including 1000 kilometers per month). According to the CAR Institute, buying a Model 3 could make more economic sense than a subscription.
With the new Fiat 500e, the subscription should often be cheaper than a car plus ancillary costs. Tchibo is offering the car for a monthly rate of 289 euros, with “Finn Auto” the car costs 299 euros per month - with the same duration (13 months) and identical free kilometers (1000 per month). However, other kilometer packages can also be booked with »Finn Auto«. Comparing offers remains essential.
SOURCE: Der Spiegel
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