Cadillac is launching a subscription-based service that gives users access to most of its models for a flat fee. It’s not a Lease or a Rental, it’s called Book by Cadillac and it allows members to “book” a Cadillac for personal use without having to worry about buying it. There are no mileage restrictions and supposedly, you can keep the car for a week or six months, depending on your needs. As Cadillac puts it in the press release:
“BOOK by Cadillac members will have app-enabled on-demand access to the latest premium trim Cadillac models to keep in their possession. The vehicles will be delivered via white-glove concierge to members’ requested locations and exchanged at their leisure or as their needs change.”
What will you pay for this seemingly magical service? There is a one-time $500 enrollment fee and flat, monthly membership fees of $1,500. The membership is dealt with on a month-to-month basis with no long-term commitments required. This monthly fee will cover registration, taxes, maintenance, insurance, and detailing as well. The monthly fee is steep, but Cadillac argues it’s competitive with the cost of leasing a well-equipped luxury car. The Book service can also be stopped at any time, which frees users from any payments. Although there’s no restrictions on mileage, users will pay for gas either by filling up the car when they’re done with it or through a Caddy concierge who bills their account.
Members can use a mobile app to reserve the cars, which will include the “current year Platinum Level Trim Cadillacs,” like the XT5, the CT6, the Escalade and the V Series. You have to be at least 18 to join. Cadillac will deliver and pick up the vehicles from the user’s choice of location via a white-gloved driver and users can change vehicles up to 18 times per year. The theoretical goal is a Book user could head to the airport in New York in a Cadillac and reserve another one for their use when they land in Los Angeles. Maybe the member needs a big SUV for a road trip, but prefers a V-series for commuting to and from the office.
Cadillac ran a test program last year and decided to move forward with Book after receiving a positive response on the price and features. The program starts in February in New York City and its surrounding areas. Cadillac’s goal: attract users who want flexibility without the costs and commitment of ownership.
The program features the Escalade, Escalade ESV, CT6, CTS-V, ATS-V, and XT5 decked-out in Platinum trim. Other vehicles, like the non-V-series ATS or CTS could be added if there’s demand.
This is an intriguing idea because it brings to mind what you can or can’t do with the car. For example, does the insurance included also have a clause for track day use? And what about a typical day in the life of a rental car. Will members need to be worried about the care or neglect by the previous member using the vehicle?
The lack of figuring out insurance and maintenance is definitely a big draw. Yet, you have to wonder how much maintenance a spanking new car really needs.
It’s probably cheaper and easier just to get a Zipcar or a Car2go for weekend trips, but if you have the cash and you just want to try out a brand new Cadillac for a month, why not?
You can join the waitlist, sign up for updates, or just read more about the program by visiting here.