Trademark Foreshadows Launch of GM Subscription Service 'DriveScription'
While we’ve bashed them for being one of the most expensive ways to acquire a vehicle, automotive subscription plans have becoming increasingly popular among premium nameplates. General Motors already has one exclusively for Cadillac but it appears that it’s setting up another for its less illustrious brands.
Late last month, the automaker filed a trademark application to register the name “DriveScription” with the United States Patent and Trademark Office. The document clearly states that the term will be used in association with the Goods and Services categories of automotive subscription services, rental services, and vehicle sharing. Considering that Maven already handles most of the short-term rental and ride-sharing aspects of GM’s new mobility services, DriveScription is almost certain to be the mainstream equivalent to Book by Cadillac.
According to GM Authority, who first spotted the filing, the service appears to be an attempt to further normalize automotive subscription plans. While this doesn’t guarantee the service will reach daylight, it does prove that General Motors is working toward that end.
Assuming it doesn’t get lost in development, there’s no reason to expect it will operate any differently than other subscription services. The price point and vehicles on offer will differ, but you’ll still likely be paying a monthly fee to have access to a collection of models, auto insurance, and maintenance. It will also probably begin as a trial run in markets deemed receptive by the manufacturer, before being thrust upon the rest of the population.
Book by Cadillac initially launched in New York City in 2017 (prior to its expansion) and runs customers $1,800, plus a $500 activation fee, to drive any vehicle in the company’s lineup. Customers have the option to swap their vehicle free of charge for another several times per year. We imagine that DriveScription would ask for substantially less to offer unlimited access to makes like Buick or Chevrolet. It also probably won’t have a valet service that will deliver a new vehicle to a pre-agreed location. But the overall experience should be similar in nature.
Once General Motors makes an official announcement and includes a pricing breakdown, expect us to criticize it for being too expensive. However, there is a very slim chance that the company will keep pricing low enough to rationalize. One of our biggest gripes about the luxury subscription services was their lack of variety. You end up paying top dollar to have access to a fleet almost entirely comprised of SUVs and luxury cars. Mainstream brands are usually a little more diverse, offering everything from pickups and utility vans to comfortable sedans and economy cars. If GM can keep costs down, some customers might like the idea of being able to source every vehicle they’d ever need to borrow from one place.
[Image: General Motors]
Consumer advocate tracking industry trends, regulation, and the bitter-sweet nature of modern automotive tech. Research focused and gut driven.
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