BOOK by Cadillac expands reach to L.A., Dallas

Cadillac is expanding its BOOK program to drivers in the greater Los Angeles and Dallas metro areas, as it seeks to reach a larger number of consumers that want shorter leasing commitments.

The pilot program, which originally started in the New York metro area, is described by the automaker as a luxury vehicle subscription service. It provides members with access to a range of Cadillac cars on a month-to-month basis — and it does not require any long-term commitments.

“Since BOOK by Cadillac was first introduced, we’ve seen widespread enthusiasm and demand from consumers who are seeking ways to complement traditional methods of buying or leasing a vehicle,” said Melody Lee, Global Director, BOOK by Cadillac.

The program is a good example of how carmakers are trying to meet the needs of a changing consumer by offering a service that breaks away from the more conventional method of selling and leasing vehicles.

“BOOK by Cadillac has introduced entirely new customers to the brand and has been fully embraced by younger audiences as an innovative service that meets their ever-changing needs,” Lee said.

In this case, and like many other companies, the automaker is using an app to connect with potential car buyers and lessees. The app allows members to browse Cadillac’s vehicle portfolio and exchange a car up to 18 times per year through a “white-glove concierge service at a location of their choosing,” such as a home or place of business.

Vehicle maintenance, insurance and detailing are handled by Cadillac via its new program.

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