Can Cadillac's New BOOK Subscription Service Right the Ship?

[Gorehamj]

John Goreham
Contributing Writer, GM-Trucks.com
1-5-2017

Cadillac has just announced an exciting new subscription service for luxury vehicle enthusiasts. Called "Book by Cadillac" the new service will allow a member to pay $1,500 per month to enjoy using whatever Cadillac suits his or her individual needs, tastes, or whim. Cadillac isn't creating a rental car pool here either. Only the top-trim Platinum series vehicles will be included.

 

The way it works is simple; A subscriber will be allowed to select from the Escalade, V-Series cars, XT5, and CT6. A white-gloved valet will deliver the vehicle to the location most convenient to the Book subscriber. When one's needs change, a call to Cadillac will bring a new model. Cadillac envisions subscribers opting to have an Escalade during their vacations, an AWD XT5 crossover in winter weather, and a V-Spec car when they want to get their yayas out.

 

The fee includes all maintenance, insurance, and cost of the vehicles. The way Cadillac says it, this takes all the baggage out of owning a luxury vehicle. There is no long-term agreement either. It is set up as a monthly subscription service, not a lease agreement. The program is starting now in the New York City area and Cadillac hopes it will expand to other locations.

 

We have not gone easy on Cadillac in our reporting here at GM-Trucks.com. Car sales have fallen to very low levels and GM even shut down some lines that produce Cadillacs recently to let inventory return to more manageable levels. This new subscription service is certainly not for everyone, not even every luxury vehicle owner, but is new and interesting. We hope to see it thrive.

[Cap'n Hook]

Seems like just another gimmick to lighten your bank account $1,500 every month. Nothing more to me. But I'm just a simple southern boy.

[Daryl LBZ]

Someone out there will do it.

[Towerhog]

For $1,500 a month, Ill take the Cadillac with the one bedroom apartment option.

[Cap'n Hook]

Someone out there will do it.

No doubt. People will break it down and rationalize that "renting" a premium Cadillac for $50/day is cheaper than driving down to enterprise rent a car and picking up a Camry.