Cadillac is suspending their Book By Cadillac subscription service with the intent on relaunching it next year.
This might come as a surprise to some of you, but you don’t need to actually buy a car in order to drive it anymore. You can lease, you can rent, or, you can subscribe.
Cadillac began offering a subscription service that put you behind the wheel of a brand new Caddy starting in early 2017. Called “Book By Cadillac”, you paid a flat fee of $1,800 per month to drive almost any Cadillac model you wanted. That fee included all insurance and maintenance, and you could use a custom phone app to trade in your car for a new one whenever you felt like.
The whole idea is to offer a new way of driving that’s similar to a Netflix subscription and meant to appeal to affluent millennials. Since then, copycat services have popped up with other luxury brands like Porsche, BMW, and even Mercedes.
But it looks like something isn’t quite right with the program. Cadillac has announced that they’ll be suspending Book By Cadillac, with the intent to relaunch it early next year.
The news comes shortly after The Wall Street Journal ran a report last week saying that Cadillac was scrapping the program entirely. This forced a response from the American luxury brand, clarifying that it was simply being retooled.
“Book by Cadillac is not canceled,” said Cadillac spokesman Andrew Lipman to Automotive News. “We are stopping it for a short period of time to then relaunch it based off the learning we have made in early Q1. We are hitting the pause button and we will be back.”
Cadillac did not say just what changes were to be made to the program or what their subscriber count was at before hitting pause.
Book By Cadillac was still in its infancy, only being offered in New York, Los Angeles, and Dallas. The luxury brand seemed to be struggling to make the program profitable, increasing the monthly fees by $300 and limiting subscribers to 2,000 miles per month.
It’s expected that Cadillac will search for ways to increase the program’s profitability during its off-time.