You’ve heard of renting or leasing a car, but how about subscribing to drive one? That’s the idea behind a new program being rolled out by General Motors’ Cadillac division.
Cadillac calls BOOK by Cadillac a “bold new luxury vehicle subscription” model. But it’s basically a version of car sharing.
The idea is that Cadillac wants to charge customers $1,500 a month to give them a Cadillac at their disposal, anytime they want it. It’s any Cadillac of their choice, too.
The automaker will start testing the waters in New York City on February 1. Memberships will be offered month-to-month so drivers don’t have to make a long-term commitment.
Here’s how it works. Customers can pick a vehicle out through an app. No worries about loans or leases along as you’re a subscriber. A concierge service will then deliver the Cadillac at a location and time the customer specifies. The other interesting part is that there are no mileage limits.
After testing it in NYC, the idea is for GM to roll it out in other markets, but there’s no timeframe yet.
At the end of the day, Cadillac hopes getting people inside one of their vehicles will turn them into buyers.