Book by Cadillac launched exclusively in New York City at the beginning of this year, but Cadillac will expand the service in the “next few years,” according to a report by Automotive News.
Cadillac’s chief marketing officer Uwe Ellinghaus said the pilot program was enormously successful in targeting an audience that never considered the brand before. In fact, 90 percent of individuals who expressed interest in Book by Cadillac had never owned or leased a Cadillac car before, according to Automotive News.
“This shows that we reach out to a target group that we didn’t reach out to in the past,” said Ellinghaus. He said the Book service will grow in the “next few years” to “further expand its geographic and customer footprint.”
Former director of Cadillac brand marketing, Melody Lee, has been tapped to lead Book by Cadillac globally. She will be responsible for “the successful growth of both Book as the luxury vehicle subscription offering it is today, as well as leading the Cadillac’s team’s charge into future innovation areas.”
Book’s future success may involve Cadillac dealerships after Ellinghaus previously said the brand is looking into how it can leverage its dealership network. He said dealers will help Book have the widest reach, however, Cadillac must work out how it will share costs and revenue with dealers.