Caddys of Conquest: Book by Cadillac Subscription Service Expands to Dallas and L.A. ""

By | November 13, 2017

2017 Cadillac CT6

A program that offers Caddys without commitment has expanded to the Dallas and Los Angeles areas, effective today (Monday, November 13). Book by Cadillac, a mobile-app-based subscription service that lets members swap the General Motors luxury cars for a monthly fee, launched in New York last February, and there have since been more than 7000 people on a waiting list for the program, Melody Lee, global director for Book by Cadillac, told Car and Driver. “What we found was that people were signing up for the program from all across the United States,” she said.

There have even been applicants from Dubai, China, and Australia, she said. Some of the highest interest had been coming from the Dallas and Los Angeles areas. That, along with their established “car cultures,” made those cities logical next steps for expansion, she said. Lee declined to give the number of applicants at which Cadillac is capping the program in each market, citing competitive reasons. But the plan is to expand to more select cities in the United States and abroad. To that end, Book by Cadillac is also launching a pilot program in Munich, Germany. Calling it an “interesting urban market” similar to New York, Lee said the Munich program will bring Cadillacs “to the doorstep of the German competition.” Expansion also begins to enable a vision in which a customer could drive to an airport, drop the vehicle, and pick up another Cadillac on arrival in a destination city where the program operates.

Book by Cadillac charges an initial fee of $500 and then a flat rate of $1800 per month, which gives members access to 2017 and 2018 Platinum and Premium Luxury trims of Cadillac models, including XT5, CT6, CT6 Plug-In, Escalade, ATS-V, and CTS-V. The monthly cost covers insurance, taxes, and maintenance. Members can swap the vehicles up to 18 times a year, and the Cadillacs are delivered by white-gloved attendants, basically to wherever members want. Driving mileage is limited to 2000 miles a month per account. The New York pilot program had originally cost $1500 per month, and the initial members will be grandfathered in at that rate, Lee said. The latest expansion also includes the addition of more vehicles to the New York fleet to accommodate some of those on the waiting list.

Book by Cadillac

Part of the idea behind this kind of subscription service, which other automakers are also toying with in various ways, is not so much to embrace car sharing as it is to get people in the seats of Cadillac products, especially those who are unfamiliar with the brand. So far, that has been working, according to Lee, who said 90 percent of the members thus far have been new to Cadillac vehicles. “We are meeting our objective of bringing a conquest customer to the Cadillac brand,” she said.

Lee also said the program has seen a good retention rate—about 80 percent—for a service that demands only a month-to-month commitment, meaning you can cancel at any time.

So, is paying $1800 a month a decent price for a pseudo lease of a new Cadillac, considering it includes maintenance, taxes, and insurance? Lee said customers have done the math and answered that question in the affirmative, and that some see added value in the flexibility of being able to drive an ATS-V one month and an Escalade the next. Some, she said, have even decided to buy Cadillacs of their own after experiencing the vehicles.


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