Book by Cadillac Was Successful Enough to Expand

Back in January, Cadillac announced it was launching a new subscription service called Book. For $1,500 a month, members would get access to Platinum-trim models like the Escalade and CT6, as well as the high-performance CTS-V and ATS-V. The vehicles would be delivered and picked up by a concierge, and members would request a swap using an app. A pilot program was first launched in New York City, but now Book is ready to expand.

Automotive News reports that Melody Lee has been chosen to lead the program as it grows into a nationwide service. Cadillac didn’t give details about which cities will be next, but it did tell Automotive News that in the “next few years,” it plans to “further expand its geographic and customer footprint.”

Last month, Uwe Elinghaus, Cadillac’s Chief Marketing Officer, told the news outlet that at least 8,000 people had already expressed interest in Book, including 1,500 in the greater New York area. An unknown number of those New Yorkers were chosen to participate in the pilot program. The most interesting part, though, is that Elinghaus said 90 percent of the people who had expressed interest in joining Book had never owned or leased a Cadillac before.

“This shows that we reach out to a target group that we didn’t reach out to in the past,” said Elinghaus.

Since Book was first announced, two other luxury automakers debuted similar subscription services. Last month, Volvo launched Care, a program that allows members to upgrade to a new vehicle every 24 months. So far, though, pricing for Care has not been announced. Just this week, Porsche said it would pilot a program called Passport that allows members to constantly rotate between as many as 22 different variants of its main lineup. Pricing starts at $2,000 a month, but to get access to every Passport vehicle, members have to spring for the premium version that costs $3,000 a month. Passport launches first in Atlanta, but if it’s successful, it could expand to other states like Cadillac’s Book.

Source: Automotive News (Subscription required)

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