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Fancy a Cadillac? Don’t buy it. Just subscribe!

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For a monthly subscription fee of $1,500, you can now have access to a fleet of Cadillacs. If you’re living in New York, that is. The membership allows users to book a Cadillac vehicle through a smartphone app. The reserved vehicle is delivered to the corresponding member with all the bells and whistles that come with owning a Cadillac – and by that we mean the delivery is handled by a “white-glove concierge service.”

The subscription programme is called Book By Cadillac. The range of cars that can be availed through the service belong to the brand’s current year Platinum Level Trim models, including the XT5, CT6, Escalade and V Series. The fifteen hundred dollars you pay every month are inclusive of  registration, taxes, insurance and maintenance expenses.

According to Cadillac chief marketing officer, Uwe Ellinghaus, the programme is “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.”

While Book by Cadillac will only be rolled out in the New York area, the subscribers can take their respective booked vehicles outdoors. What’s more, the programme also allows you to switch between Cadillac models, as and when you like. So you can “take to the winding roads in a performance V Series” or “enjoy a back-mountain winter ski trip in an Escalade” in the same week. And if you fancy keeping a Cadillac SUV handy during the entire length of the winter, or a performance sedan in the summer – Book By Cadillac allows you to.

The programme is expected to be launched in other markets besides New York in the coming months.

 

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