Cadillac Expands "Book by Cadillac" Subscription Service to Los Angeles and Dallas
Following a successful launch in New York City, Cadillac is bringing its "Book by Cadillac" car subscription service to Los Angeles and Dallas. This service allows subscribers to access a range of Cadillac vehicles for a fixed monthly fee.
Los Angeles and Dallas were selected for this expansion due to strong interest from residents, according to Melody Lee, global director of Book by Cadillac. She noted that both cities have robust luxury markets and a sizable population of Generation X and Y consumers who are typically more inclined to explore alternative mobility options.
Through the Book by Cadillac smartphone app, users can reserve a vehicle, which is then delivered to a preferred location, such as their home or workplace. Users are required to pay a one-time initiation fee of $500, along with a monthly fee of $1,800—an increase from the initial $1,500 fee when the service debuted earlier this year. This monthly cost covers registration, taxes, insurance, and maintenance.
While not every Cadillac model is available through the service, there is still a substantial selection. Choices include models such as the XT5, Escalade, CT6 (including the plug-in hybrid), ATS-V, and CTS-V, all from the 2017 or 2018 model years, boasting Platinum and Premium Luxury trims. Notably, the CT6 models feature Cadillac’s advanced Super Cruise driver-assist technology.
The specific vehicle availability varies by market, and subscribers have the flexibility to swap cars up to 18 times per year. Initially offering unlimited mileage, Cadillac has now limited this to 2,000 miles per month, responding to data indicating that most users do not require unlimited mileage while also preventing an excess of high-mileage vehicles in their fleet.
The increasing popularity of subscription services is part of a broader trend among automakers seeking new revenue streams and ways to maintain customer loyalty. Recently, Porsche introduced its Porsche Passport service in Atlanta, and Ford-owned Canvas operates in the San Francisco and Los Angeles areas.
Lee highlighted the potential of Book by Cadillac to attract new customers to the brand, describing it as an effective means for increasing sales. Additionally, these mobility services may serve as a buffer against declining automobile sales, a concern for General Motors, Cadillac’s parent company.
In tandem with Book by Cadillac, GM oversees Maven, a mobility service division that provides car-sharing options in select cities. Lee noted that Cadillac has relied on Maven’s expertise in fleet management and the foundational technology of the Book app. However, she emphasized that the Cadillac service targets a distinct customer demographic, driven not only by luxury branding.
“There’s a significant desire to have a vehicle readily available,” Lee stated, contrasting this with traditional rental services, as many consumers may prefer ownership without the added burden of insurance costs.
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