Cadillac Vehicle Subscription Service Launches

January 5, 2017
steve@automotive.ventures

Automotive News reports that Cadillac will launch a new “vehicle subscription” service next month that allows customers access to its vehicles for a flat monthly rate, with no financing or leasing required.

The program will be named “Book“, and should give Cadillac more penetration among drivers in major metropolitan areas such as New York.

Members of Book will be able to request various Cadillac models through a smartphone app for a flat rate of $1,500 per month, including registration, insurance and taxes. The requested Cadillac model will then be delivered to the user’s requested location via concierge and can be exchanged at the user’s convenience.

Book provides those drivers in urban markets drivers with flexibility, a key in cities where parking is limited and public transportation is robust.

For instance, drivers could request an Escalade SUV to keep on hand during the summer months for road trips before exchanging it for a smaller car for city travel the rest of the year.

As residents in densely populated cities increasingly turn to car-sharing services, luxury brands such as Cadillac have been experimenting with new vehicle usage models.

For instance, Audi launched a pilot program in Berlin in late 2014 that allows customers access to several models that could be rotated over a 12-month period. It also launched a San Francisco pilot program called Audi On Demand that drops off and picks up rental vehicles at locations pre-set by the user.

“Book by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange,” Uwe Ellinghaus, Cadillac chief marketing officer, said in a statement today.

Book users will have access to Platinum-level XT5 midsize crossovers, CT6 sedans, Escalades and V-series performance cars. The number of vehicles available for use will be “limited at launch” but will expand over time.

Cadillac said it plans to expand the Book service beyond the New York market in the future.