Cadillac Subscription Service Is Making A Comeback Next Year

Book by Cadillac, the car manufacturer’s subscription service, will re-launch in early 2020 after being put on hiatus back in late 2018, Auto News reports.

Speaking at the recent J.D. Power/NADA AutoConference L.A., General Motors chief marketing officer Deborah Wahl said select dealerships will start piloting the revamped program in February.

Wahl did’t go into detail about the changes that have been made to the service, but said it will offer greater “convenience, flexibility, and value for potential subscribers.” In addition, it was confirmed that the subscription service will be better integrated into Cadillac’s dealership network.

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“We do still see a lot of interest from consumers in finding different ownership models, but the right price, value, how we do that, how we bundle those services is what we’re working on,” Wahl commented.

When Book by Cadillac was launched in 2017, it allowed customers to pay a $1,800 monthly subscription fee that covered insurance and maintenance costs and allowed subscribers to swap in and out of different Cadillac models with no long-term commitment.

Wahl revealed during her speech that roughly 70 per cent of those that used Book by Cadillac were new to the brand.

“There’s really no one-size-fits-all solution for personal transportation,” she added.

When the company stopped the program, a report claimed that the move was made not due to a lack of demand but because of “snags with the back-end technology used to support the service” that raised costs for the car manufacturer and made customer service “tedious and time-consuming.”