By on November 14, 2017

2018 Cadillac CTS-V

Since its launch in the Big Apple earlier this year, the BOOK by Cadillac car-subscription service has allowed customers in New York City to get behind the wheel of a Cadillac without signing the note on one of The General’s top-flight vehicles.

The project has proven to be enough of a success that Cadillac is now launching the product in two additional markets: Dallas and L.A.

Total driving mileage is limited to 2,000 miles per month, per account. This scuppers any plans members may have of relying on the service for long-distance journeys. Members will have access to 2017 and 2018 model-year Cadillacs equipped in fancy-pants Platinum and Premium trims.

Two SUVs are available, the XT5 and Escalade, along with a brace of CT6 sedans in the form of a gas-powered and plug-in hybrid unit. Speed freaks can opt for the ATS-V or CTS-V. Placing the CT6 in the fleet ensures more cars equipped with Super Cruise will soon be plying our roads. To the deep dismay of our Associate Editor, the XTS is not mentioned.

A flat monthly fee of $1,800 — in addition to a one-time initiation fee of $500 — entitles members to the experience. I’m not sure why Cadillac has chosen to use the term initiation, which immediately calls to mind frat houses and freemasons. Perhaps they could call it an admission or enrolment fee, which would imply a more exclusive club.

Semantics aside, the oddly capitalized BOOK by Cadillac has also been launched as a pilot project in Munich, with potential plans to debut in other global markets. Similar to customers stateside, members in Munich have access to the latest top-trim level Caddys, plus V-Series versions of the ATS and CTS. Given the German competition targeted by Cadillac, this is probably a smart move.

Registration, taxes, insurance and maintenance costs are included in the monthly fee and unlike the lease on that pricey loft, membership is month-to-month with no long-term commitment required. Naturally, a smartphone app controls the whole deal. Subscribers can swap out of vehicles 18 times a year.

It is a logical alternative to owning a car for some folks who don’t want to deal with the hassle of maintaining and insuring a car. The monthly payment on a Dark Adriatic Blue Escalade Platinum 4×4 with Tuscan Brown seats is currently around $1700/mo, assuming a 24 month lease allowing 15,000 miles per year. With BOOK, one pays about the same per month, is allowed 24,000 miles per year, and doesn’t have to suffer the indignity of driving the same Cadillac for two whole years.

In New York City, this makes a good deal of sense, which is likely why GM chose that market in which to launch the service. Offering it in Munich is smart insomuch as it puts Cadillac’s best machines in the hands of Germans who have likely only ever considered an Audi, BMW, or Merc.

Likewise, the car culture of L.A. certainly rewards the act of always having new wheels in the driveway. The wide-open spaces of Dallas might be a different challenge, however. BOOK by Cadillac became available in these two new markets yesterday morning.

[Image: General Motors]

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18 Comments on “Cadillac Expands Its Subscription Service to New Markets...”

  • avatar

    “The monthly payment on a Dark Adriatic Blue Escalade Platinum 4×4 with Tuscan Brown seats is currently around $1700/mo,”

    That may be the advertized price, but in reality it can be had for $1K.

    This program is a rip-off compared to leasing, but it’s a premium for driving several cars, which I suppose is worth it for some.

  • avatar

    This average Joe cannot imagine a universe where this service even begins to make sense. It must be for very busy and active businessmen, or something. Does anyone here use this service?

  • avatar

    Due to unpopular demand.

    Do they give coffee gratis from the Cadillac coffee bar? That would give new meaning to the term “pit stop”.

  • avatar

    For the base car, probably not that exciting. For a CTS-V platinum, that stickers north of $100k? And that will probably cost you $500/month in insurance? Probably not a bad deal.. Especially if you only do it for a couple of months a year (summer?) to have some fun.

    Any restrictions on HDPE events?

    • 0 avatar

      Interesting. Their website says: With no insurance premiums, taxes, maintenance, mileage restrictions and no long-term commitment, you’ll have more time to spend enjoying the ride.

      Yet, then they say $2k miles/month. Not really a problem for me. Plus, nothing about “no offroad/racing events” that I could find in a quick skim of the membership agreement..

  • avatar

    Loved this idea until the pricing was revealed. This is too much for Cadillac. Cadillac is not a premium brand anymore. It’s a step below Acura and Infiniti. This pricing could work for Mercedes, but not for Cadillac.

    $1k/month with no initiation would make more sense. Terrible value as is.

    • 0 avatar

      As stated below, have to take into consideration the cost of insurance, registration, maintenance, taxes, etc., much less TIME.

      And while Cadillac has been the target of condescending remarks on TTAC (some more legit than others), the take that Cadillac is a step below Infiniti, much less Acura is simply laughable.

      The market/data begs to differ.

      YTD Cadillac has sold nearly 31k luxury sedans in the midsize or up segments where the pricing starts at around or above $45k (only MB and BMW do better).

      Acura has sold a whopping 922 (so Cadillac has sold 33.5x more than Acura at this price-point/segment level).

      Infiniti is also well behind Cadillac with sales YTD of nearly 5k (still a healthy 6x multiple).

      Also, neither Infiniti nor Acura has a model that sells nearly as well as Cadillac’s Escalade which has an ATP of over $80k.

      • 0 avatar

        You’re such a Johan apologist that inquiring minds needs to know if you’re on the Cadillac (*Standard of the World*) payroll.

        Cadillac sales keep plunging, year, after year, after year, after year, with the ATS, CTS, and CT6 literally selling at or near exotic-level quantities (around 1,200 ATSs per month, 800 CTSs per month, and 6,800 CT6s per month).

        It’s a *literal* death spiral, and Cadillac has to keep the dealership lights on by clinging to the XT5 and Escalade, which account for over half their total sales, as well as fleeting the venerable XTS, which is an Impala by another name.

        Cadillac and Acura are the two worst-run divisions of volume vehicle manufacturer parent companies in the world,p right now, and have been for some time.

        This stupid Book program is yet another window-dressing vanity project by the moron trifecta of Johan-Uwe-Melody, and the other imbeciles in Cadillac Towers in Detroit…ooops, I mean SoHo Cadillac Haus Du Cafe, that will literally not register as a blip on the radar screen in terms of moving the needle in even the most incremental manner, won’t be profitable, and won’t get people in Mercedes, BMWs, Audis, Lexuses, Range Rovers, or other truly premium brands to even remotely consider GM-Cadillac Scrap.

        Mary Barra is a fool for not having kicked Johan and the gang in SoHo that relies on a puddle-jumping Jason Wu (a fashion designer whose claim to fame is that his mom let him play with dolls as a young boy), the Arena Millennial Chick voiceover ads, and Public Skool House advertising agency (stunt agency that airlifts Cadillacs over Manhattan by helicopter- to cocktail parties filled with a lot of staged/paid stand ins acting as hip consumers) to the curb 2 years ago.

        Cadillac should be sold to BYD or Great Wall, as it has a permanent stank of a once proud brand ruined, with the last of its remaining goodwill and heritag trashed and extinguished by MORONS.

  • avatar

    Your take on “initiation” belies your age and/or socioeconomic upbringing.

    I’m sure they intentionally chose “initiation” remind one of having joined the Country Club.

    Which is something that one of my age and upbringing would not know were it not for recently learning by coincidence an acquaintance of mine was being initiated into such a club so his kids (my kids’ friends) could join a pool.

  • avatar

    IMHO the people complaining about the price are not the target consumer and thus simply don’t understand. One thing not mentioned above is the value of the customer’s TIME. Many very wealthy people are incredibly busy, and don’t want to have to engage with a dealer at all if they can help it – but they do want an SUV sometimes, a fun performance sedan other times, and luxury always. A new high-trim Cadillac doesn’t embarrass people who don’t want to show off just how much money they have, either (this is the same logic that applies to the Chevy Suburban LTZ), and no one will accuse them of being unpatriotic.

    Once you add up all of the costs of registration, taxes, insurance, maintenance, their time, and provide the ability to swap cars 18 times a year, I can see this working for plenty of well to-do folks in large markets.

    • 0 avatar

      Bingo. This would approach my “it’s a possibility i will consider” territory at half the price, half the miles, and maybe capping participating cars at a certain MSRP etc. As is, this is clearly not meant for people like me, which is essentially someone with a very-good-but-not-great paying professional job.

  • avatar

    Laugh if you will, but this BOOK thing is probably more economical for a New Yorker than actually leasing a Cadillac. Public transit is so good in New York you might only need a car a couple days a week, maybe when you have to leave the city, etc. Keep in mind that a parking space in certain parts of the city can go for several hundred up to several thousand dollars a month. Well parking the car while you aren’t using it becomes Cadillac’s problem, not yours with the BOOK service.

    Of course you can also rent an Escalade or CT6 from Hertz/Enterprise/etc for cheaper(way cheaper if you rent with them all the time) which then becomes the folly of this whole program.

  • avatar

    I can’t wait to get that CTS-V out on the FDR and really open her up.

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