Volvo Riley in Stamford, Connecticut, has drawn inspiration from shopping giants including Amazon and Costco, for its latest offering aimed to create and maintain customer relationships.
How it works: A Riley Premium Plus membership costs $199 and auto-renews each year. Customers who sign up get an annual free pair of windshield wipers, access to dealership discounts, priority scheduling, loaner car services (regardless of where the car was purchased), and a special number that they can use to call or text general manager Jameson Riley directly at any time.
“I give all my customers time, but you get priority if you're a member,” Jameson Riley, general manager of Riley Volvo, told Daily Dealer Live hosts Sam D’Arc and Uli de’ Martino.
By the numbers: The program debuted in June 2025, but Riley said it took until about October for them to calculate the best way to serve it up, including the membership fee.
“Took a few months to figure out pricing, to figure out which customers we were targeting, which customers it's most appealing to and ultimately, we landed on $199 a year,” Riley said.
The majority of the dealership’s 130 Premium Plus members signed up through the service drive, where discounts are the strongest.
The group also has QR codes and displays throughout the dealership for customers to scan and quickly sign up.
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The results: Riley said the membership has improved customer retention, because the value of the membership is authentic. And it replicates other shopping experiences customers have grown accustomed to.
“This is not some hidden game to get a discount,” Riley said. “This is supposed to be an inclusive, attractive option.”
Bottom line: Riley’s idea keeps customers returning while generating an annual fee (minus the cost of wipers). Dealers must stay forward-thinking and willing to try new ideas to stay competitive in today’s market.
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