“BOOK” By Cadillac

Think of BOOK as a "subscription service" for cars.

Like luxury cars? Well General Motor’s luxury division believes they have an answer for your desires. No it’s not an actual “book”, but rather a service you pay for monthly that gives you access to swap out select Cadillac vehicles whenever you choose. Sounds like a neat concept, right?

Book It

2017 Cadillac CT6

Here’s what you need to know. This service is a first of its kind for luxury cars and is meant to attract luxury car buyers who may be eager to try out a variety of recently released models, such as the CT6 3.0TT. From that standpoint, this is not only a major plus for consumers eager to get their hands on the latest luxury cars to hit the road, but it also could give a potential boost to Cadillac’s brand awareness among other buyers in the market. While there’s no mileage limit under the service, there is definitely a fee you pay for this convenience.

Pay the Cost to be the Boss

Cadillac's CTS-V, XT5, and Escalade will all be available for use under the BOOK program. Only Platnium and V-Series models can be requested.

As eluded to previously, Cadillac’s BOOK works a little something like a “subscription” service. An app is used to reserve one of the available models on the program (XT5, CT6, Escalade, V-Series models), and then the model is delivered to the consumer via a “white-glove concierge service.” However, unlike your average subscription to a service, an individual will pay $1,500 a month to use Cadillac’s BOOK! Suddenly, this service got A LOT more exclusive than you probably ever expected! Fortunately, this fee includes taxes and maintenance costs.

If a driver decides they no longer want to use the service, a 30-day cancellation notice is required. Cadillac hopes that drivers decide to swap out vehicles for a variety of reasons, such as they’re on a business trip one week and then on a road trip the next. I can see individuals owning two cars for that reason in some instances, but I see holes in this argument.

Program Strengths and Weaknesses

One advantage of such a program is that it gives Cadillac drivers the chance to try something new and be novel. Essentially, those who like to experiment are rewarded. Additionally, no long-term buying commitment is required and the program allows for increased flexibility; meaning vehicles can be swapped out seasonally or to make special trips. Very cool, however, it’s in this last point where I feel a key issue lies…

Curiously, the XTS is getting a refresh for 2018, but isn't included in the
BOOK program. Yet, it has a Platinum trim available...

Who’s going to want to do this? Especially at this price? $1,500 month-to-month ON TOP OF (or even IN PLACE OF…) what could already be a $500, $600+ monthly car note for Cadillac owners just seems… Absurd! Plus, there isn’t a ton of variety in the cars from which you can pick. While the XT5 makes sense to include in the program, since it’s one of Cadillac’s best sellers, it’s a shame that the XTS (despite how long in the tooth it is) isn’t included. You can only rent “Platinum” and “V-Series” models through BOOK, but the XTS also has a Platinum trim, is also plenty large enough, AND is due for a refresh in 2018... Perhaps at a later date it’ll be included. Other minor drawbacks of the program are that you can’t just cancel “whenever”, like you would with Netflix for example (you MUST give a 30 day warning), and BOOK will only be available in certain places starting out (New York, and a few other metropolitan cities).

Appeal Strategy

Who doesn't love free Wi-Fi as a perk?

In order to attract the luxury buyers they crave, Cadillac I feel should market this new service aggressively on social media. There’s a younger generation that’s interested in luxury cars, too, so it’s worth some time investment. Also, Cadillac could partner with ride hailing companies such as Uber or Lyft and loan them BOOK models for customers to be picked up in. This would potentially create buzz about the service and Cadillac as well, leaving riders with a lasting impression of “luxury.” Additionally, perhaps offering perks to owners who subscribe to Cadillac’s BOOK will drive demand and justify the cost more. One such perk could stem from an agreement with Netflix to allow BOOK subscribers a free one year streaming to their car equipped with a factory DVD and/or GM’s 4G LTE Wi-Fi connection. Since the 4G connection generally requires another fee, it could be waived as well for Cadillac’s BOOK subscribers. These program additions and perks may help generate more consumer interest.

Final Thoughts

Would you enroll in Cadillac’s BOOK service? Why or why not, and what’s your favorite model? Personally, I think the idea is decent enough, but I can see where it’s probably going to need some tweaking to catch on fully. But since it’s a one-of-a-kind program, perhaps that’ll be enough for high-end buyers who want a tailored service like BOOK.

There’s more content coming up, stay tuned!

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