Cadillac is just about to launch a new subscription-based car service in New York City. It’s called “BOOK by Cadillac” and the inspiration for the idea is as follows (taken from this Cool Hunting interview):

“We believe there is an as-yet untapped space between traditional ownership (leasing, financing, buying) and the rental, ride or car sharing options available today (Car2Go, rental, Zipcar, Uber) — a space where experience is more important than ownership, but a luxury experience is paramount.”

The way it works is that you pay a flat fee of $1,500 per month, which includes repairs & maintenance, insurance, taxes, unlimited mileage, and the ability to swap out your Cadillac vehicle 18 times per year. The idea here is that you can have one car in the city, one car when you drive to the mountains, and one car when you land in LA and are just feeling something a little different. It’s also commitment-free. Cancel any time.

It’s all done through their app and there’s a concierge to take care of every little detail, including moving your stuff (sunglasses, phone charger, and so on) to whatever new car you’re swapping to. My understanding is that you can also make the swapping as carefree as you’d like. Meaning: “Oh look, there’s a new Escalade in my parking spot.”

Here’s their marketing video (click here if you can’t see it below):

[youtube https://www.youtube.com/watch?v=m-2c6BsqRYU?rel=0&w=560&h=315]

Now, $1,500 is not cheap. But the value prop here is effortless luxury. I think it’s interesting to see car companies experimenting with new and different business models. 

My view has always been that the most cost effective way to have a car is to buy a 2-year old model, pay it off, and then drive it for as long as it remains respectable. I am currently in that camp. But even that approach is starting to feel antiquated to me. 

So much is changing in this space. Pretty soon, I don’t believe we’ll be thinking about car ownership in the same way.