Is Cadillac's Subscription Service Already Dead?

Industry News

Well, that didn't end well.

Last year,. The service allowed subscribers to alternate between any model in the Cadillac lineup for $1,500 per month. We really liked the concept of having an Escalade to pick up the kids from school with and a CTS-V on the weekend.

Unfortunately, , unable to fill requests due to a lack of inventory. The company was actually forced to turn away potential clients because there simply weren't enough cars to go around. Eventually, Cadillac raised the price to $1,800, but the troubles didn't end there.

According to The Wall Street Journal, Cadillac is already canceling its subscription service after just two years. WSJ sources said, "Snags with the back-end technology used to support the service made some customer-service functions tedious and time-consuming, adding costs for the company." Book users will reportedly be sent notifications to return their vehicles within 30 days of the message. , which uses pre-owned vehicles instead of brand-new ones.

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Interestingly, a GM spokesperson said Book by Cadillac could return, only after the company had learned its lessons from its pilot program. If the idea of being able to switch out cars from a brand still sounds appealing, other companies including BMW, Mercedes-Benz, and Porsche all offer their own subscription services.

Automakers like Lexus and Volvo will also let you subscribe to a single model, which includes maintenance and insurance. Even though Cadillac may have failed, we still love the idea of a car subscription service.

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