Car makers are worried right now as young people turn away from traditional car ownership. U.S. car sales had a big declinelast year, and meanwhile, people in cities are finding it easier than ever to use ride hailing services like Uber and rental services like Zipcar.
Cadillac is hoping it’s found the answer to reinventing car ownership, with its new luxury vehicle subscription service. The brand’s upcoming BOOK service will give members access to popular Cadillac vehicles without the long-term commitment of leasing, financing or buying — they just have to pay a monthly fee of $1,500.
“BOOK is aimed squarely at Gen X and Y customers who want the experience of a luxury vehicle without the hassles of traditional ownership,” Melody Lee, director or brand marketing, told Vocativ. “BOOK fills a gap between traditional ownership (leasing, financing, buying) and the efficient, but less personal aspect of rental, car- and ride-sharing (Hertz, Zipcar, Uber/Lyft).”
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5 comments:
Isn't that a bit steep?
Best buy is a used car, coming off a 3 year corporate (not rental) lease (so it's not too beat up but has all the kinks worked out), with as low miles as possible.
Tell me more, Swami. I'm in the market for a used car...where are these cars sold?
Just bought a new car last week. I got no deal to brag about, so I won't; but I've been in the market for just shy of a year looking for something affordable with the options I want. I had my last car for 7 years, and the ones previous for 12 years. I figured it was about time. I will say this about my deal, it was less than half a Cadillac subscription.
I bought my pickup last century.
I bought my Honda from a guy I have known for over 30 years - I know how well he takes care of his stuff, so that, combined with low mileage, made it a good deal.
As for "subscription" - I guess they use that term because "rat hole" is less attractive from a marketing perspective.
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