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Flexibility is the key thing here. Even though offering a comp car service is great it is not really suited for all premium pax. For Instance if you have an evening flight and need to leave central late afternoon for LHR will you really want to go by car? Will LH, EK et al give you a discounted ticket if you didn’t want it? for instance say you had your own chauffeur and preffered to be rocked up in your own Phantom than some S-Class, 7 Series or even a Volvo?