Cadillac Launches Subscription Service
CARS.COM — It’s #traveltuesday and that means … well, it means whatever you want it to mean. Today, it means exploring a new way to travel. What’s the way? In style. According to your mood. By subscription. In a Cadillac. That’s right; subscription services aren’t just for magazines, movies and meals anymore.
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Cadillac recently launched Book, a vehicle subscription service for the well-heeled and capricious auto enthusiast. For $1,500 a month, subscribers can switch between the Platinum-level trims (aka, fully loaded) of popular Cadillac models such as the CT6, Escalade, XT5 and V-Series. Vehicle pickup is orchestrated through an app — wouldn’t have it any other way — and promises to be done in white-glove style. In other words, leave all the hassle to Cadillac. There are no long-term contracts, no mileage limits and none of the plebian bothers of registration, maintenance or insurance — at least not for you; that’s all Cadillac’s problem.
Book is an attempt to ensnare us slithery Generation X and Gen Y consumers whose ideas about mobility have begun to outweigh some old-school models of outright ownership. Honestly, I loathe showing up at girls’ night out in my family-hauler. That’s the one night I’m trying to shed mom mode and get my groove back. My regular wheels are groove-killers. I’d love the option of trading in a family-hauling Escalade for an ATS-V coupe on Friday night and letting everyone see who I really am. Book is only available in New York City right now, but Cadillac hopes to roll it out in other cities across the nation soon. A girl can dream …
