Cadillac is diving into the world of premium subscription services with Book – a program that removes some of the minutiae of owning a car. Much like subscription services including Spotify and Netflix,
Cadillac Book will let you enjoy the car without having to put in the
legwork usually associated with ownership. Sure, the price -- $1,500 a
month -- might make dealing with insurance companies, paying taxes and
registration fees slightly more attractive but you also get open access
to the entire line of brand-new Cadillacs.
You
might have access to a hot new CTS-V tucked away in your $800 a month
Manhattan parking spot, but you won’t actually own it. To some, the
freedom of being able to swap cars with a smartphone app might be
enticing, but to others the thought of having no attachment whatsoever
to the car they’re paying for might be a tough pill to swallow.
Car
requests are made via smartphone app and delivered to the customer by a
concierge service. There are some location restrictions (Cadillac
didn't elaborate, but the entire line of top-trimmed cars is available:
the XT5, CT6, Escalade and the V series, which means you could jump from commuting in a CT6 during the week to ruining the tires on a CTS-V for the weekend.
There
isn’t any limit on miles or loan duration, but we’re sure if you stop
paying the monthly service fee the folks at Cadillac will find their
car. We’re curious to see how successful this program is and what cities
will get the service. If this program is a success, it could change the
way people treat the luxury-car experience. Book by Cadillac will
launch in New York's metro area with other cities to come.
