Cadillac ‘Book’ is eliminating the headache of car ownership
Just when you thought that the boundaries of the driving experience couldn’t be pushed any further, Cadillac pushes it yet again by pioneering the first ever luxury vehicle subscription service called BOOK. For a flat monthly fee of $1,500 a month, BOOK by Cadillac gives members access to popular Cadillac vehicles without the commitment of leasing, financing or buying. Cadillac is diving into the world of premium subscription services with Book, a program that removes some of the hassle and responsibilities of car ownership.
Much like subscription services including Spotify and Netflix, NFLX, Cadillac Book will let you enjoy the car without having to put in the legwork usually associated with ownership.
“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,” said Cadillac CEO Uwe Ellinghaus.
To some, the freedom of being able to swap cars with a smartphone app might sound enticing, but to others the thought of having no attachment to the car they’re paying for might be more difficult to digest.
Members can make car requests via smartphone app and delivered to the customer by a concierge service. However, there are some location restrictions (Cadillac didn’t elaborate, but the entire line of top-trimmed cars is available: the CT6, XT5, Escalade and the V series, which means you could jump from a CT6 during the week to ruining the tires on a CTS-V for the weekend).
Plus, there is no limit on miles or loan duration. If this program is a success, it could change the way people treat the luxury-car experience. Book by Cadillac will launch in New York’s metro area with other cities to come.
The vehicles will be delivered via white-glove concierge to members’ requested locations and exchanged at their leisure or as their needs change. Members can just as easily take to the winding roads in a performance V Series and enjoy a back-mountain winter ski trip in an Escalade in the same week. Alternatively, they can keep an SUV during the winter months and switch to a performance sedan during the summer, with each vehicle picked up and delivered right at their doorstep.
With maintenance, insurance and detailing of the vehicle handled by the company, members are freed from the baggage that comes with traditional vehicle ownership and given the freedom and flexibility that fits their lifestyle.