Cadillac Taking a Crack at Mobility Services

If there is one theme in the modern automotive business, it is that the concept of vehicle ownership is shifting.  Services from startups are offering some people the option to pay only of the use of a car when they need it (for instance ZipCar).  Other services jump off of the concept of a taxi by allowing you to call for transport from one place to another (think Lyft or Uber). All of these concepts fundamentally shift the relationship a car and its driver/owner have.  So, it is irresponsible for any automotive company to not be investigating ways that they can own some part of this changing relationship.  Holding onto the traditional model and ignoring this shift would be a quick way to irrelevancy. So, it should come of no surprise that Cadillac has announced their own, unique, take on providing mobility to their customers. Today, Cadillac rolled out their new service 'Book by Cadillac' which can most easily be described as a vehicle subscription service.  Initially rolling out in New York City, subscribers will pay $1500/month (with no contract commitment) and, in return, get access to any Cadillac they want (as long as they want an Platinum trim XT5, CT6, Escalade or V Series) for as long as they want.  Need an Escalade for the weekend - request it and wait for delivery.  Want a CT6 after that to drive for the next 6 weeks?  You only need to request via a dedicated app (and keep paying the monthly fee). The subscription service not only includes the vehicle (with no mileage limit), but also includes 'white glove' delivery to locations picked by the subscriber, insurance, all registration fees, taxes, and maintenance.  Subscribers are merely responsible for gas and, certainly important in a city like New York, parking. Read more and sign-up at [video width="960" height="540" mp4=""][/video] See the press release below: NEW YORK — Cadillac is continuing to push the boundaries of the driving experience with a first-of-its kind luxury vehicle subscription service, BOOK by Cadillac. For a flat monthly fee, BOOK by Cadillac gives members access to popular Cadillac vehicles without the commitment of leasing, financing or buying. “BOOK by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange,” said Uwe Ellinghaus, Cadillac chief marketing officer. 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. Members can just as easily take to the winding roads in a performance V Series and enjoy a back-mountain winter ski trip in an Escalade in the same week. Alternatively, they can keep an SUV during the winter months and switch to a performance sedan during the summer, with each vehicle picked up and delivered to their doorstep. With maintenance, insurance and detailing of the vehicle handled by Cadillac, members are freed from the baggage that comes with traditional vehicle ownership and given the freedom and flexibility to fit their lifestyle. BOOK by Cadillac will launch first in the New York metro area, with plans to debut in other markets.  The Details: A flat monthly fee of $1,500 eliminates the hassles of car ownership so members can experience uninhibited driving. Membership is month-to-month with no long-term commitment required. Members can use a mobile app to reserve vehicles that will be delivered to their specified locations via a white-glove concierge service. Certain location restrictions apply. Members will have access to the current year Platinum Level Trim Cadillacs, including the XT5, CT6, Escalade and V Series. Registration, taxes, insurance and maintenance costs are included in the monthly rate and there is no limit on mileage. Other fees may apply. For detailed information on all the benefits of membership and how to join, please visit