Book by Cadillac Showing Signs Of Success: Average User Age: 34, 90% New To Cadillac
How to Soothe Luxury-Car Buyers: Add Perks and Subtract Haggling
July 6, 2017
Introducing a New Luxury Vehicle Subscription Service from Cadillac
Be among the first to experience this exclusive new program that offers more possibilities for luxury drivers.
Book by Cadillac - Luxury Vehicle Subscription Service
Book by Cadillac is a monthly subscription service that gives members the opportunity to have one Cadillac in their possession at all times and the ability to exchange vehicles among a predefined set of vehicles as their needs change (for example, access to a large SUV for vacation or access to high performance cars for a thrilling weekend experience.). In short, for a single subscription, members have an entire garage of Cadillacs at their disposal. Requests for vehicle exchanges are made through a mobile application. Confirmed reservations will prompt a Concierge to deliver the desired vehicle to a member, on a specified day and time, subject to Book by Cadillac’s hours of operation, service delivery rules and vehicle availability.
Cadillac is testing a program whereby customers never buy any particular vehicle at all. Instead, they buy rights to a car and can change which one they want to drive using a mobile app.
Book by Cadillac, being tested in New York City, offers the ability to switch among Cadillac models up to 18 times per year. Using the Book app, customers can reserve a vehicle that, if it is available, will be delivered the next morning to the location of their choice.
The program costs $1,500 per month, which includes registration, insurance, service and repairs. All vehicles, including the Escalade, CT6, XT5, CTS-V and ATS-V, have high-end trims, plus a 4G LTE connection and hot spot, OnStar and satellite radio.
About 8,000 people have asked to be part of the program, the company said. And the high-tech, no-commitment approach has attracted younger drivers: Although the average age of a Cadillac owner is 62, the average age of those signing up for Book is 34, 90 percent of them first-time Cadillac drivers.
“We’re a Netflix for cars,” said Melody Lee, Cadillac’s director of brand marketing.