For a flat monthly fee of $1,500, Cadillac’s new vehicle subscription service, BOOK by Cadillac, allows members to access the company’s vehicles without the commitment of leasing, buying, or financing.
“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,” says Uwe Ellinghaus, Cadillac’s chief marketing officer.
Book by Cadillac members will have a smartphone app for on-demand access to the latest Cadillac models. Unlike traditional ridesharing programs such as Uber or Lyft, vehicles will be delivered by a white-glove concierge to members’ requested locations and exchanged at their leisure or when their vehicular needs change.
For example, an SUV might be preferable during winter driving, and swapped for a performance sedan in the summer, allowing BOOK by Cadillac members increased flexibility.
The service will launch first in the New York metro area, with plans to debut in other markets throughout the year.
This announcement comes on the heels of Cadillac’s year-end sales report for 2016, which indicates the company sold 308,692 vehicles globally during the year — the most since 1986. Cadillac’s sales marked an increase of 11.1 percent from the previous year.