The relationship between Mercedes Benz USA and Mercedes Benz Club of America is "complicated." In addition to the $49 annual dues, MBCA gets quite a bit of money from MBUSA. MBUSA, in return for its investment, wants to attract and retain customers and over the past few years, MBUSA wants to attract a younger ownership segment to compete primarily against BMW and Audi.

As we all know, there are lots of younger Mercedes owners, typically driving a second, third or fourth owned car, and loving the experience.

The MBCA however, is probably second only to AARP in terms of its membership demographic. That makes sense, as most luxury car clubs tend to be older and participation in club events easier without having kids soccer games or business duties conflicting with club events. Drive & dine events are the norm, and frankly, younger members want to drive more. The club demographic isn't likely to change anytime soon either . . . baby boomers are still the largest segment of likely future members.

So, on one hand, MBUSA want's new blood to show up at dealerships and start their loyalty relationship with the brand, but the MBCA experience is more like having Sunday dinner at your parent's house. To their credit, the newly elected president of the MBCA is much younger and seems ready to change directions as much as he can.