Cadillac has just embarked on a new journey: subscription services. The luxury vehicle company just introduced BOOK by Cadillac, a program that allows subscribers to change cars up to 18 times a year for a monthly fee. As the idea of owning a car becomes more and more unappealing to riders, Cadillac’s new service joins the race with BMW, Mercedes-Benz, and Ford to stay afloat in the app-ruled auto industry.
When subscription-based car ownership began emerging in late 2017, players from Porsche to Volvo ignited their own programs. Like Porsche, Cadillac caters to a wealthier audience with monthly subscription fees up to $1,800. The service boasts its own website and app, includes insurance and maintenance, and is currently available in New York, Los Angeles, and Dallas.
While singling the service out with its own site might be a good way to put it in the spotlight, Cadillac should be cautious of previous shortcomings. The company was one of just two brands in Gartner L2’s Digital IQ Index: Auto that didn’t incorporate videos on their vehicle information pages. Meanwhile, 95% of brands in the study have invested in improving the digital discovery experience by including a wide variety of visual material, such as 360-degree videos and photos of vehicle interiors on their information pages.
If Cadillac wants to capitalize on its new service, the brand should be sure to detail its new website with all the features employed by its peers. Showing off the sleek exteriors of its vehicles would appeal to the luxury consumers who make up Cadillac’s audience.