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Cadillac makes car ownership obsolete

Luxury maker debuts first of its kind car-booking service by an OEM

Published: January 16, 2017, 9:30 PM
Updated: January 20, 2017, 5:09 AM

2017 Cadillac Escalade

Cadillac has come up with an innovative new car-booking service to allow drivers to rent the Cadillac of their choice whenever the need or whim arises.

2017 Cadillac ATS-V Coupe

The first of its kind luxury vehicle subscription offered by an OEM, BOOK by Cadillac is, as the name implies, a vehicle-booking service people can join for a flat monthly fee, and then have access to popular Cadillac vehicles without the long-term commitment of loans, leases or even 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,” explained Uwe Ellinghaus, Cadillac chief marketing officer.

That flat monthly fee is not low, set at $1,500. There is no long-term contract, and members then reserve their vehicle of choice via a mobile app. Vehicles are then delivered to their location of choice by a white-glove concierge service.

The program is being launched in the metro New York area (with expansion plans to other markets), with members having access to the Platinum Level Trim Cadillacs — XT5, CT6, Escalade and V Series. The vehicles are exchanged as the members’ needs change.

2017 Cadillac XT5

For example, the daily driver may be a CT6 but a winter weekend getaway to the Poconos may call for an Escalade that can safely transport the family and skiing equipment. The other likely scenario is a member holding onto an XT5 for the winter months and then switching over to a V-Series sedan when the snow goes away. In either case, the vehicle exchange takes place at home or at work, according to the member’s preference.

As an added benefit, all registration, maintenance, detailing and insurance is handled by Cadillac, so members don’t have to worry about the costs of ownership (except for day to day road expenses) outside of the monthly fee. And there isn’t even a cap on mileage.

That last part is a bone of contention with the insurance industry, since drivers don’t have to get their own coverage, since insurance on each vehicle is provided by Cadillac, much like the way a rental company covers its vehicles as they are rented out.



More information on the service is available at BOOKbyCadillac.com.