Only a few months after closing it down, Cadillac is bringing back their Book subscription program. Expected to launch in the second quarter, the revised program will be bringing in their dealers to play a key role.
"Book 2.0 really works even more closely with our dealer network because we think there's a lot of opportunity as you go forward. We're going to base it off the dealer network," said Cadillac marketing chief Deborah Wahl.
"We have to recognize that all of us — from the manufacturers to the dealer networks — we have to evolve our models to keep up with where consumers are."
The first phase of the program launch will see a small number of pilot programs launch in select cities. Interestingly, New York which was one of the first markets for the original Book will not be involved for the time being according to Wahl.
Cadillac was one the first automakers to launch a subscription program back in March 2017. For $1,800 per month, a subscriber could pick from a number of Cadillac vehicles and swap in/out with no long-term commitment. The fee also covered various items such as maintenance and insurance. But Cadillac surprised everyone when it announced they would be shuttering Book back in November.
“We are hitting the pause button for a brief time to make some tweaks to Book [by Cadillac] based on our learnings,” a spokesman for GM said at the time.
It was unclear why Book closed down. Cadillac said there was a small group of customers that took advantage of swapping vehicles. There was also talk that certain aspects of the system, such as the back-end became a bit too costly. Dealers were not too happy about not being involved in this program. Cadillac handled many of the details such as delivery and service.
Source: Automotive News (Subscription Required)