General Motors closes the program after a run of two years

Cadillac was one of the first companies to offer a subscription service. But it looks like General Motors is not interested in the idea anymore, and is planning to wind up the service by the end of this year. According to the Wall Street Journal, the automaker will shut down the service from December 1 this year.

Heart Of The Matter

Book by Cadillac Becomes Un-Bookable High Resolution Exterior
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As one of the first automakers to introduce this service, it looks like Cadillac bore the brunt and cleared the path for other marques, which are doing well in the market.

Book by Cadillac started as an $1,800 monthly pack that was meant as an experiment in new car use models, which would result in new revenue streams as the way people drive and own cars would start to change. The publication said, “Some aspects of Cadillac’s program proved more costly than expected, people familiar with the program 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,”

The Service Is Suspended, Not Terminated

Book by Cadillac Becomes Un-Bookable Exterior
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However, this is not a complete shutdown. It’s more like a time-off to evaluate things.

This was confirmed by a spokesperson to Jalopnik as well, “Following nearly two years of service, Cadillac will temporarily pause the BOOK by Cadillac program effective December 1, 2018. 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. 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.”

Our Take

Book by Cadillac Becomes Un-Bookable High Resolution Exterior Wallpaper quality
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The whole trend of buying and owning a car is changing because of subscription and ride-hailing services like Uber and Lyft.

Lots of automakers are getting into the app-based services, wherein you can avail a car at your doorstep and be chauffeured around without even owning it, or get a car for a year or two without purchasing one. However, the termination of Book by Cadillac shows that this ‘evolution’ still needs time and is still streamlining only the premium and luxury car segment. It will have a major impact when subscription services will move on to the economy cars; but will the automakers introduce it there? That will be as good as cutting off your own legs. So, we don’t see it happening anytime in the near future. What are your thoughts on subscription programs? Share them with us in the comments section below.

Further Reading

2019 Cadillac CT6 V-Sport Exterior
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Read our full review on the 2019 Cadillac CT6 V-Sport.

2015 - 2016 Cadillac CTS Sedan
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Read our full review on the 2015 - 2016 Cadillac CTS Sedan.

2015 Cadillac ATS Sedan High Resolution Exterior
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Read our full review on the 2015 Cadillac ATS Sedan.

Source: Wall Street Journal

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