Cadillac to 'pause' pricey subscription service
Cadillac is planning to "pause" the expensive car subscription service it launched nearly two years ago.
The BOOK by Cadillac car subscription service, which cost $1,800 a month, will halt on Dec. 1, General Motors Co.'s luxury brand confirmed in a Friday statement.
"BOOK by Cadillac launched as a pilot program, providing the brand with valuable insights and contributing to Cadillac’s ongoing commitment in identifying new and innovative luxury experiences for their customers," Cadillac said in the statement. "The brand will use these insights to make adjustments to the BOOK by Cadillac strategy moving forward. Additional details will be made available at a later date."
Cadillac launched its premium car subscription service, in which subscribers could pay a flat monthly fee to get access to the Cadillac fleet, for $1,500 a month plus a $500 initiation fee in January 2017. It was available initially only in New York. The service was expanded later that year to Dallas and Los Angeles and the monthly cost was increased to $1,800.
Cadillac did not share how many subscriptions BOOK amassed before the service began winding down.
This is the latest directional change for Cadillac since the brand got a new president — GM veteran Steve Carlisle — earlier this year. Cadillac is also abandoning its short-lived New York headquarters.
The pausing of Cadillac's subscription service was first reported by the Wall Street Journal. In its report, the Journal cites sources who say that BOOK became more costly than initially expected.