Miriam Eisenmenger, 47, a German national, began her professional career with Mercedes-Benz Luxembourg SA. After just under 6 years, during which she rose through the ranks from the retail department to the position of Marketing & Communications Manager, she then joined the Losch Group as Head of Marketing & Communications for the Audi brand. Over the years, her responsibilities were rapidly extended to the 12 brands distributed by the Losch Group, and she was put in charge of public relations as well as joining the management of the company, where she worked for 15 years. Since 1 April 2024, she has been CEO of ACL.
Please tell our readers the story of the founding and evolution of the ACL over the years.
In 1932, a group of motorists founded the Automobile Club Luxembourg (ACL) to advocate for their interests. The first edition of the Autotouring magazine, the club’s main communication channel, was published in 1933. Over the years, ACL grew structurally, reaching over 20,000 members by 1969, who benefited from legal advice and a new technical intervention service. With the rise of automobiles, ACL became indispensable. A year later, in 1970, memberships increased by 20%. Today, we have 191,000 members and offer a wide range of mobility services, from bicycles to cars and motorcycles.
What are the full range of present services offered of the ACL and which services are most sought after by your customers?
Our members primarily seek peace of mind. In case of any road issues, they know we will quickly restore their mobility, regardless of its form. Our Diagnostic Center is also highly valued, allowing members and non-members to test a vehicle before a vacation, a sale, or even a technical inspection. The trust and neutrality of our experts are crucial. Additionally, our ClubMobil service allows vehicle rentals for a few days or vacations, including a vehicle adapted for people with reduced mobility, unique in Luxembourg. We offer many other services such as our Call Center, Home Assistance, travel packages, member benefits, historical vehicle services, the Motorcyclist’s House, and the Cyclist’s House. The best way to explore all our services is to visit our new website, acl.lu.
How do the services you offer differ in scope and price to similar services offered by car dealerships?
Our membership card is personal and not tied to a specific vehicle. This means if you borrow your brother’s car and have a problem on the road, we will assist you even if it’s not your car. Additionally, our members enjoy numerous services included in their membership, such as a replacement vehicle for five days in case of a breakdown, a service few others offer. We also provide various member-exclusive benefits, legal services, and special conditions. I always recommend comparing services in detail to see how far ahead ACL is.
Please tell us about your new rental car service offering.
Our rental offers evolve throughout the year, and we regularly update our fleet of vehicles to meet the demands of our members. Our fleet is complete, ranging from 100% electric city cars to internal combustion family cars and vans. We also hire commercial vehicles, accessories and vehicles abroad. It’s important to note that we provide vehicles for people with reduced mobility (PRM). Specifically, we supply Volkswagen Caddies equipped with an electronic accelerator ring on the steering wheel, a removable service brake, a boarding aid, and a rear access ramp for wheelchairs.
What is the profile of your average customer, how long has this “average customer” been an ACL member and what is the average package of services this customer buys?
Our “average customer” includes everyone, from young drivers to families with children seeking safety, to elderly individuals without a driver’s license who still want to enjoy ACL’s benefits and travels.
What is the percentage of your clients are foreigners who don’t speak Luxembourgish, French or German? How do you make sure that you are effectively communicating with them?
The multilingualism of our employees is one of our strengths. We can assist members and those needing help in multiple languages. Obviously in Luxembourgish, and also in English, German, French, Spanish, Portuguese, Italian, and even more languages. This skill is highly appreciated by our members and customers. In a multicultural country, it’s an obvious necessity.
As well as individual members, we understand you also offer services to companies. Please explain this offering.
One in four employees will need assistance during the year. An employee stranded on the roadside loses half a day or more of work. In 82% of cases, our agents can get the vehicle running again after a breakdown. Therefore, we offer companies the benefit of our expertise with tailored services and products to meet their mobility and fleet management needs.
What further services do you see the ACL developing and implementing in the near and mid-term?
We consider ourselves primarily a mobility club! As mobility themes change, we must adapt. There will be more forms of mobility in the future. Hence, we already offer training on electric mobility and cycling courses. Another key theme is our commitment as a club to defend our members’ interests, provide guarantees, and offer them services.
What impact has the movement towards electric cars had on your business?
We closely monitor technological developments in the automotive industry. With electrification, we have trained our experts to meet our members’ needs and those of certain institutions. For example, our ACL experts have trained CGDIS firefighters to handle accidents involving electric vehicles. Electrification also raises questions among our members. We organize public conferences to provide objective insights into technological advancements, benefits, and drawbacks.
What impact have you seen as a result of the implementation of free transportation here in Luxembourg?
Anything that promotes mobility is beneficial. We need to analyze traffic flow data more closely to see if free transport has reduced traffic jams. It’s an interesting question.
What observations do you have about the consumption behaviour of customers under the age of 25 as compared to customers over the age of 40 and customers who have entered retirement?
Young people approach mobility differently from families or seniors. Mobility is a combination of many alternatives. We strive to meet the needs of each group, whether it’s a Luxembourg student in Berlin or a senior passionate about their classic car.
Are there any observable differences between the consumption behavior of male and female customers?
We don’t have any studies on this, and personally, I don’t see any difference.
What are the three most sought after services provided by the ACL?
Our road assistance and towing service, the Diagnostic Center, and our expertise and advice to our members.
How do you see the ACL developing over the next five years?
I hope it will be very positive, with a fresher and more modern image! As mentioned before, ACL will continue to adapt to the evolution of mobility and changing habits to maintain its place in Luxembourg society.
