Cadillac wants to change the way luxury car owners think about buying a car. Caddy has announced a novel approach designed for what the General Motors brand’s marketing chief calls the “sharing economy.”
A blend of traditional car ownership, leasing and car-sharing, Book by Cadillac lets a customer pay a flat, $1,500 monthly fee and then switch cars as often as 18 times per year. That means a motorist might opt for the Cadillac XT5 crossover during the week, swapping out for a high-performance CTS-V over the weekend or, perhaps, the full-size Cadillac Escalade for a weekend of tailgating before the big game.
“Book by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange,” said Uwe Ellinghaus, Cadillac chief marketing officer. (more…)