In light of competition from rivals Lincoln, Porsche and Volvo, Cadillac is expanding its subscription service business, where the brand’s customers pay a monthly fee and can have their choice from a selection of vehicles.
Cadillac introduced its BOOK by Cadillac service at the beginning of the year in Detroit, announcing a pilot project in New York where customers could choose a Cadillac that best suits their needs, whether it’s a long-distance highway trip to an out-of-town wedding, or a camping trip in the wilderness.
The company has now expanded to greater metropolitan areas of Dallas, Los Angeles and Munich, Germany. And, has also added the CT6 Plug-In sedan to a fleet that already includes the ATS-V and CTS-V sedans, and the XT5 and Escalade utility vehicles. And with CT6 comes the Super Cruise highway hands-free driving system.
“Since BOOK by Cadillac was first introduced, we’ve seen widespread enthusiasm and demand from consumers who are seeking ways to complement traditional methods of buying or leasing a vehicle,” said Melody Lee, Global Director for BOOK by Cadillac. “BOOK by Cadillac has introduced entirely new customers to the brand and has been fully embraced by younger audiences as an innovative service that meets their ever-changing needs. Introducing the service in Los Angeles and Dallas is a natural evolution of the program.”
For a 1-time initiation of $500 and a monthly fee of $1,800, members can use a mobile app to access a variety of Cadillacs without having to sign long-term contracts. Members can switch between the latest-model-year vehicles up to 18 times per year. Vehicles will be delivered through a white-glove concierge service. Registration. insurance, maintenance and cleaning services, and all applicable taxes, are all included in the monthly fee.
Now, there may be some restrictions, especially when it comes to availability, and monthly mileage is limited to 3,218 km (2,000 miles). More details on the program are available at www.bookbycadillac.com, including signing up for updates as to when the service may be available in a city near you.