Cadillac starts ‘Netflix’ for cars
Cadillac announced a new service Thursday that allows subscribers to pick a car for a few weeks or a few months, much like you would choose to watch a show on Netflix.
It’s called “Book by Cadillac” and with a monthly subscription fee of $1,500 (plus a $500 initiation fee), the service isn’t cheap.
But for that money, you get access to any current-model-year Cadillac in the Platinum trim level, including the high-performance CTS-V and ATS-V. And when a member gets tired of the vehicle, he or she can reserve a different new Cadillac via an app.
“Book by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time … coupled with a hassle-free white-glove exchange,” said Uwe Ellinghaus, Cadillac’s chief marketing officer.
Plus, Cadillac will cover all insurance, maintenance, registration and taxes on the cars. The driver, however, still pays for gas, tolls, parking expenses and traffic tickets.
There’s no limit on mileage (unlike most traditional leases) and members can get a new car up to 18 times per year. Subscribers can also keep a car for as many as 30 days, with an option to renew that car for another 30 days. The main exception to that is the CTS-V sports sedan, which can only be reserved for five days at a time.
There is also no long-term contract, so members could cancel at any time.
In the beginning, Book will only be available in the New York City metro area, but the company plans to launch it in other markets, too.