Cadillac Ready To Give Subscriptions Another Chance

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Just months after calling it quits.

Cadillac was among the first automakers to embrace the car subscription concept, which allows customers to essentially lease an entire brand's model lineup and switch cars on demand. Most of these services are still in their test phase and have yet to expand beyond a handful of markets. Book By Cadillac experienced several issues during its trial run in New York City when the service couldn't fulfill subscriber's requests. As quickly as it began, Cadillac was forced to cancel its subscription service in late 2018 while it restructured and looked for solutions.

Now, just months after announcing the death of its subscription service, Automotive News reports that Book By Cadillac will return, this time with more involvement from dealerships.

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Cadillac marketing chief Deborah Wahl is in charge of the program and said, "Book 2.0 really works even more closely with our dealer network because we think there's a lot of opportunity as you go forward."

We've already witnessed other automakers such as Volvo struggle with subscription services because of poor integration with dealers. Book By Cadillac originally used vehicles owned and operated by Cadillac, so perhaps Book 2.0 will use dealer-owned cars.

According to Cadillac President Steve Carlisle, Book 2.0 will launch in the first quarter of 2019 or possibly the second quarter due to delays. "We have some things to work out, but we think will be better all around - from a consumer point of view, from our point of view, from a dealer point of view," Carlisle said.


We don't have any details on pricing but Book by Cadillac was originally priced at $1,800 per month including insurance and maintenance costs. For this price, subscribers could switch between any models in the Cadillac range - drive the kids to school during the week in an Escalade, then take an ATS-V out for the weekend.

Book 2.0 will reportedly use different messaging and technology, with less emphasis placed on the ability to switch out cars. Cadillac says fewer customers were making such switches with the service, which seems a bit surprising to us. Perhaps customers like to keep the same car for a while, though this raises the question - why not just save a ton of money and lease a single car instead?

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