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Cadillac to Expand Subscription Car Service
General Motor Co.’s Cadillac unit is broadening a subscription service that enables customers to access multiple cars and crossover vehicles.
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General Motor Co.’s Cadillac unit is broadening a subscription service that enables customers to access multiple cars and crossover vehicles.
Called Book by Cadillac, the service charges users $1,800 per month for the ability to exchange the Cadillac model they’re driving for another as many as 18 times per year. The fee includes taxes, insurance and maintenance.
Cadillac began testing the service last year—originally at $1,500 per month—in New York City. The pilot program has since added points in Dallas, Los Angeles and Munich, Germany. The company tells Automotive News it will add unspecified new territories this year. For now, it has begun offering cash to encourage dealers to refer customers to the service.
Cadillac President John de Nysschen says consumer options for vehicle access have created a range from traditional private ownership at one end to ride-hailing at the other. AN reports he is urging his staff to consider how Cadillac could provide options across the entire spectrum.
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