Cadillac Ready to Relaunch Subscription Service

Bill Hampton

General Motors Co.’s Cadillac brand plans to launch a new version of its Book by Cadillac subscription service next spring.

GM Chief Marketing Office Deborah Wahl offered no details about the updated plan but says it will offer customers more value, convenience and flexibility.

The original scheme debuted two years ago a pilot test in Dallas, Los Angeles and New York City. GM suspended the program last December amid reports of technical issues and high operational costs.

The initial plan charged participants $1,800 per month for the ability to swap Cadillac models as many as 18 times per year, insurance and routine maintenance included. Wahl says about 70% of those to participated in the original program were new to the Cadillac brand.