A first step towards the young generation
Publication date: 25 March 2008
In 2006 the TCS began a process to attract young drivers to the club. This process culminated in the development of Young Cars, a scheme which offers numerous benefits to its members.
In January 2006, the Touring Club Suisse (TCS) created a subcategory dedicated to people aged 16- to 25-years old.
This product was placed under the 'motorized category'. All young family members living in the same household as the main member could profit from an integral Road Assistance protection in Switzerland and in Liechtenstein.
That product is now branded the 'Young Card' and costs CHF 44 a year, a huge reduction on the standard membership, at between CHF 87 and CHF 105 a year. For this advantageous price, young people have access to the same services as their parents. But it does not stop there.
As a welcome-gift they receive a CHF 50 voucher available for driving upgrade courses or for the obligatory "2-phases course" that they have to pass during their temporary driving licence. It is possible for everyone to take those courses in TCS centres, but only members can get a lower price.
The holders of a Young Card have even more advantages. For instance they receive a discount at Tamoil/BP on gasoline and at the shops. They receive 5 per cent off language courses at lingua.ch and sprachen.ch and 10 per cent off CDs, DVDs and video games at City Disk. They can also receive 5 per cent to 30 per cent off Hewlett Packard products. The list goes on.
In 2007 the Touring Club Suisse established a communication plan dedicated to this promotions at this market and produced material to help recruit new members. This included Young Card brochures, driving school brochures, a dedicated section on the TCS website, recruitment mailing targeting the main member (parents), loyalty offers communicated through mailing and a presence at events like music festivals during the summer.
The Touring Club Suisse is also working hand-in-hand with driving teachers who are participating in the TCS driving school program. When subscribing, they are encouraged to recruit new members for the Young Card and to receive a premium in return.
In 2008, the objective for the Touring Club Suisse is to segment its offer to young drivers. That is why it will soon create a membership exclusively for young drivers aged from 16- to 25-years old. For the first time, young people living with parents that are not TCS members or living alone will be able to subscribe to it.
They will be assisted for free with their scooter or their car in case of a breakdown or an accident in Switzerland. All other TCS products and information is also available to them.
The objective here is to sensitise young people to the risks that exist on the road and help them in their driving career. It is also important to offer them some exclusive offers they will only get thanks to the TCS. In addition to what exists with the Young Card, these members will get more advantages thanks to new partners to come.
To help communicate with these young members, the TCS aims to have a presence on new technological platforms. An active website will be created to allow young people to find the information they need: all about the subscription, the driving licence, the membership advantages, the events, and more.