Cadillac's subscription auto service just spread to two more cities

Brunilde Fioravanti
Novembre 14, 2017

"Book by Cadillac has introduced entirely new customers to the brand and has been fully embraced by younger audiences as an innovative service that meets their ever-changing needs", said Melody Lee, global director of the service, in an announcement. This comes after a successful NY pilot program showed "overwhelming interest".

Book by Cadillac also is piloting the subscription program in Munich, Germany, which could lead to expansion in other European markets.

While more expensive than many traditional lease deals would be, Cadillac's pitch with BOOK is that it offers much more flexibility.

Reaching new luxury auto buyers, especially in markets like New York, Los Angeles and Dallas is crucial to Cadillac's long-term strategy to compete directly against Mercedes-Benz, BMW and Audi, all of which now have a wider portfolio of models, especially in the crossover segments. There's an 18-vehicle limit per year, and all vehicles come equipped with registration, taxes, maintenance, insurance and detailing of the vehicle included in the monthly payment. The new vehicle is delivered to the location of their choosing within the service area. Total driving mileage is limited to 2,000 miles per month. This enables use of a high performance ATS-V or CTS-V during the work week or an XT5 crossover or Escalade full-size SUV if one is taking a winter ski trip.

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