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Cadillac is trying to be the Spotify of luxury cars
Cadillac is diving into the world of premium subscription services with Book – a program that removes some of the minutiae of owning a car. Much like subscription services including Spotify and Netflix, Cadillac Book will let you enjoy the car without having to put in the legwork usually associated with ownership. Sure, the price — $1,500 a month — might make dealing with insurance companies, paying taxes and registration fees slightly more attractive but you also get open access to the entire line of brand-new Cadillacs.
You might have access to a hot new CTS-V tucked away in your $800 a month Manhattan parking spot, but you won’t actually own it. To some, the freedom of being able to swap cars with a smartphone app might be enticing, but to others the thought of having no attachment whatsoever to the car they’re paying for might be a tough pill to swallow.
Car requests are made via smartphone app and delivered to the customer by a concierge service. There are some location restrictions (Cadillac didn’t elaborate, but the entire line of top-trimmed cars is available: the XT5, CT6, Escalade and the V series, which means you could jump from commuting in a CT6 during the week to ruining the tires on a CTS-V for the weekend.
There isn’t any limit on miles or loan duration, but we’re sure if you stop paying the monthly service fee the folks at Cadillac will find their car. We’re curious to see how successful this program is and what cities will get the service. If this program is a success, it could change the way people treat the luxury-car experience. Book by Cadillac will launch in New York’s metro area with other cities to come.