GM could potentially become the first automaker to offer a subscription service for non-luxury brands.
Car subscription services are becoming increasingly popular, with luxury automakers including BMW, Volvo, Porsche and Cadillac all offering services in America. And now it looks like General Motors is about to launch a new, more mainstream subscription service, judging from a recent trademark filing.
According to GM Authority, GM submitted an application for the name ‘DriveScription’ on August 27. If the name wasn’t already a giveaway, the filing says it would be used on goods and services such as “automotive subscription services, motor vehicle rental services, motor vehicle sharing services [and], namely, providing temporary use of motor vehicles.”
Of course, this doesn’t necessarily prove that GM is launching a subscription service called DriveScription, but it would make a lot of sense. Last year, GM became one of the first automakers to launch a subscription service with the introduction of Book by Cadillac in New York. If it launches, this new subscription service is likely to be similar.
For a flat monthly fee of $1,500, Book By Cadillac allows users to own any car in the Cadillac family, including the ATS-V, CTS-V, CT6, XT5 and Escalade and swap it up to a maximum of 18 times a year. Like other subscription services, the vehicle’s registration, taxes, insurance and maintenance costs are covered by the fee.
As GM Authority points out, a potential DriveScription vehicle subscription service for Chevrolet would make GM the first automaker to offer a subscription service for a non-luxury brand and potentially increase the popularity of such services for customers who don’t want to buy or lease a new vehicle the traditional way.