BOOK by Cadillac

BOOK by Cadillac

Valuing experience over possession

Introduction

For generations, car ownership was something every American aspired to. Owning one, especially a luxury vehicle like Cadillac, signaled that you had made it, and made it big. But today’s digitally-native Generation X and Y luxury consumers—more accustomed to the on-demand sharing economy and subscription services featured by the likes of Uber, Netflix and Rent the Runway—reject traditional forms of ownership.

Challenge

As an innovative extension of our multi-year brand modernization partnership, FutureBrand helped the iconic automaker define, articulate and launch BOOK by Cadillac, the industry’s first “vehicle subscription” service geared towards reaching this audience on their own terms.

In order to reach this critical, yet elusive target group—many of whom associated Cadillac more with their parents' and grandparents' tastes rather than their own—we needed to challenge the traditional rules of car ownership by delivering all the benefits, and none of the drawbacks, that this experience afforded…all at the swipe of a finger on a mobile device.

Solution

For customers who value experience over possession, BOOK by Cadillac is an exclusive luxury membership that offers all of the benefits of vehicle ownership without the pain—through on-demand access to Cadillac’s premium vehicle portfolio at a time and place convenient to its customers. The program carries no commitment to lease, finance or buy a vehicle; at the same time, it doesn’t amount to ride- or car-sharing. 

Members will have access to a mobile and web-based application for reserving vehicles through the motor vehicle sharing service, receiving white-glove concierge pickup and delivery to their desired locations. Registration, taxes, maintenance, insurance and detailing of the Book vehicles will be handled by Cadillac.

Results

The new service kicks off with a pilot program in the New York City metro area on February 1, 2017, with expansion plans in target metropolitan areas nationwide as BOOK by Cadillac gains traction and consumer demand.