There's probably no incentive Wonderboy for your dealer to offer the pick up/drop off service as you pay for the hire car in the cost of your service (usually about £30 per day) plus the cost of your insurance as mentioned by S60-MBS.
If the dealer provides this service, he doesn't get his free ride to from work (through the free petrol) and he has a car stuck on his forecourt which would otherwise be earning him money.
In Germany (NRW), as well as the pick up/drop off service they also give you the option of a public transport ticket. If you get the car serviced in a city and you can get to work by public transport they give you (probably included in the cost of the service but it's buttons c.£2.50) a day pass.
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