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Cadillac Subscription Service Coming Back From The Dead

Cadillac Subscription Service Coming Back From The Dead

Cadillac says it’s ready to try the vehicle subscription service once again. General Motors’ luxury brand offered a subscription service back in 2017 called Book By Cadillac, but shuttered the service after failing to effectively integrate dealerships into the program.

Speaking at the recent J.D. Power/NADA AutoConference L.A., General Motors chief marketing officer Deborah Wahl said a few Cadillac dealerships will begin piloting the revived program in February, reports Automotive News.

Details of the program remain unknown, but Wahl said it will offer greater “convenience, flexibility, and value for potential subscribers.”

“We do still see a lot of interest from consumers in finding different ownership models, but the right price, value, how we do that, how we bundle those services is what we’re working on,” Wahl commented.

The original Book program allowed customers to pay Cadillac $1,800 per month to have access to nearly the entire lineup of Cadillac vehicles. The monthly fee covered registration, taxes and insurance as well. Additional fee was optional to gain access to the company’s V-Series vehicles.

Other brands are also piloting subscription services, including Volvo and Porsche. Thus far Volvo is the only brand to offer a subscription service nationally in the U.S., the rest are pilots in select cities.

 

 





 

About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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  1. Tone
    This seems like a great idea, but in practice, nobody has seemed to get the pricing and the value right. To me, the real value would be in using GM's buying power to get great rates on other aspects of the cost of ownership, and be able to offer an all-in-one price that's super competitive. I think as an enthusiast, the ability to shift cars is interesting, but most people aren't going to go through the pain of exchanging cars. The real opportunity here is to reduce the total cost of ownership -- and that's a volume play.

    But, lets go back to Cadillac. What if a qualifying 30-year-old could subscribe to a new XT4 - vehicle, insurance, maintenance -- essentially everything but fuel -- for two-years a fixed, reasonable cost (say $550 per month). If that's a little below what their TCO would be, the vehicle becomes attractive, especially because it's one, fixed payment. No worries about big repair costs. No swings in insurance. Does that make the vehicle more attractive as it becomes headache-free?

    If GM became really good at maintaining a fleet of vehicles, they could take two-year turn-ins, refresh them, and offer reduced-costs subscriptions for another two years. At year four, they could sell on the used market -- who wouldn't want a GM-maintained vehicle with full records?

    For someone who just wants no-headache transportation, this seems like a really attractive deal. It essentially extends financing (the first way automakers worked to make cars attainable) and adds the other costs.
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