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Cadillac Cancels 'Book' Subscription Service

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author photo by Eric Brandt November 2018

We hear a lot about the traditional model of personal car ownership possibly going away as we move into the future of mobility, but one early attempt at a car subscription service has just been canceled. Book by Cadillac, a $1,800/month car subscription service available in New York, Los Angeles and Dallas, will be winding down its operations by the end of 2018.

"We are hitting the pause button for a brief time to make some tweaks to Book [by Cadillac] based on our learnings," said a General Motors spokesman in a statement. That implies that Book, or some other version of it, could come back in the future as a different service.

Book was an interesting idea that just didn't work out. You pay the flat monthly fee of $1,800 for access to Cadillac's lineup of luxury cars and SUVs with the freedom to swap out your Cadillac for a different one at your leisure. That's a high monthly payment for a car that you don't own or even lease, but it also covers things like maintenance and insurance, plus you're paying for the flexibility of driving anything in Cadillac's lineup.

Sources say that Book by Cadillac was more costly than the luxury brand originally expected. There were some issues with the technology used for the subscription service, too, and customer service functions ended up being time-consuming.

The cancellation of Book doesn't mean the end of car subscription services. There are several other similar services from brands including Ford, Porsche and Mercedes-Benz. Since the idea of a car subscription service is still very new, it might take a while for the industry to work out the kinks.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Cadillac Cancels 'Book' Subscription Service - Autotrader