A Look at Cadillac’s New Luxury Car Subscription Service “Book”

Vehicle manufacturers today are increasingly introducing subscription services as an alternative to long-term leases, buying and selling. An example is Cadillac’s Subscription Service that the vehicle giant first launched in early 2017 in New York. It allows automobile lovers to sign up for membership that permits them to choose vehicles through a mobile app. From here, members can swap the cars they desire for up to 18 times every year. Worth noting is that there is a limit of driving 2,000 miles every month.

The primary idea behind this is to make sure that people always have a car in their possession. It is a fun and convenient service that makes it possible for individuals to cruise around in different models without having to invest in the cars as per norm heavily.

How to use the Service

Members have to pay a monthly fee if they want to take advantage of this fantastic service. It includes an initiation fee of $500 as well as contributions of $1,800 on a monthly basis. The price started at $ 1500 pm, but it increased as demand rose. The brand also said that the move was to help with the careful management of the lifecycles of the vehicles. The cash a person pays covers detailing, delivery, maintenance, and insurance. Monthly costs also include taxes and registration.

Signing up involves setting an account with a person’s driver’s license as well as delivery details. The Book Company then sends email to confirm activation of the account. This gives a person the green light to download and access the app and pick the car they like from the options made available. These include:

  • CT-6 plug-in sedan
  • V performance sedans
  • SUVs like the Escalade

The models are 2017 and 2018 options with Cadillac’s higher-end premium and platinum luxury trims. There are reports that Cadillac will increase the number of cars available for the New York fleet for clients to get the car they need anytime. From January, they have over 7,000 subscribers

Delivery of the vehicles happens from Monday all through Saturday where clients have the option of picking morning windows, afternoon, or evening.

Cancelling Reservations

Currently, the app does not have provisions for a person to change or even cancel reservations a person makes. However, an email address and phone number direct interested parties to a Book Concierge that is in place to help with adjusting delivery details if need be. Customers can only use one address like office, home, and so on to specify where the vehicle will be delivered. In future, the company will establish multiple options when it comes to drop-off and pickup locations according to official statements from Cadillac.

The Delivery Process

3rd party fleet companies with experience are responsible for making deliveries to members of Cadillac’s Subscription Service. These are the ones that work to drop off cars to celebrities, executives, and media for special events and evaluation. Clients always get emails that confirm reservations before delivery is made.

Drivers are professional, friendly and prompt and the vehicles arrive with full gas, bottled water and other niceties like mints. Many customers have received duffel bags for using the service. Note that at times one-way pickups and drop-offs are possible.

When in possession of the automobile, customers are responsible for filling gas, tolls, parking fees and other expenses related to the day to day running of the vehicle. They handle the cars as though they own them. Cadillac’s Subscription Service offers the ideal solution for persons who do not like to drive one type of vehicle for the rest of their lives and those who do not want to deal with insurance and maintenance hassles.

The company has expanded the service to Dallas and Los Angeles even after saying that the service was for clients in New York only. Melody Lee noted that the company faced overwhelming demand from hand raises from different parts of the globe. The global director explained that there were plans to explore markets where they can identify affluent luxury clients as well as places where Cadillac has an opportunity to increase its market share. Note that the brand has also launched Book by Cadillac in Munich, Germany as a pilot as it eyes expanding to other markets around the world.



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