Cadillac Reveals “Book,” a $1,500-a-Month Automotive Subscription Service
Customers can check out sedans and SUVs from the automaker’s lineup as they please.
Owning or leasing a car isn't always a viable option for some people, and ride-sharing services like ZipCar aren't perfect either—especially for customers who want a luxury vehicle. So Cadillac is launching a new service that offers those in need of a fancy car the chance to drive whenever they like with its the carmaker's new "Book" subscription service.
For a charge of $1,500 each month, "Book," announced Thursday, gives its users the ability to choose cars as they please from an app. After selecting a model and choosing the dates and time for their booking, the user can put in where he or she wants the car to be delivered. All maintenance, detailing, and insurance costs are included in the cost of the membership.
“'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,” said Cadillac Chief Marketing Officer Uwe Ellinghaus.
Subscribers will have access to current-year model cars, such as the V Performance line [Woohoo! —Ed.], the Escalade, the XT5, and the CT6. Members can terminate their subscription at any time without penalty. Currently, the service is only available in the New York City area, but Cadillac plans to bring it elsewhere in the future.
Admittedly, $1,500 a month is a lot of money, even for a Cadillac. For example, a lease on a new CTS-V—one of the most expensive models in the lineup—currently runs as low as $829 a month for a 36-months. Then again, that's after putting around $5,000 down, involves a three-year commitment to a single model of car, and requires taking on the burdens of parking, insurance, and membership. Food for thought.