Sample a Variety of New Cadillac Models with "Book" Monthly Subscription
For a number of years, car-sharing rental services have been popular in European countries with German premium brands. Now, General Motors is getting in on the action stateside. This week, GM’s Cadillac brand announced a new way to experience driving one of its luxury cars or SUVs with a premium “white glove” vehicle subscription service called “Book.” For a flat monthly fee of $1,500, the luxury automaker will give members a chance to drive popular Cadillac models without having to lease, finance, or purchase the car or SUV. The premium service will first launch in the New York metro area and debut in other markets later.
Membership is month-to-month and subscribers can use a mobile app to reserve a vehicle that will be delivered to a specified location via a white-glove concierge service. Members will have access to current model-year Platinum trim levels of models in Cadillac’s lineup including the XT5 midsize SUV, CT6 midsize sedan, Escalade large SUV, and V-Series high-performance models. All vehicles in Cadillac’s Book service are equipped with OnStar, Wi-Fi, and Sirius XM Radio. Registration, taxes, insurance, and maintenance costs are included in the monthly rate and there is no mileage limit. Members can exchange vehicles up to 18 times per year.
The Book subscription app allows a subscriber to drive the latest premium trim Cadillac models, which hopefully will be a way to draw in Gen X and Gen Y consumers, according to Cadillac officials. Vehicles will be delivered with white-glove concierge service to members at requested locations and exchanged as their needs change.
Members can enjoy driving winding roads in a performance V-Series or load up an Escalade for a winter ski trip in the mountains, according to a Cadillac marketing executive. An additional option allows a member to drive an SUV during winter months and switch to a performance sedan in the spring and summer. Additionally, vehicle detailing will be taken care of by Cadillac.
For more details on Cadillac’s new Book car membership service, consumers can visit www.BOOKByCadillac.com.
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