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General Motors Files Trademark Application For ‘Book By Cadillac’

General Motors has filed an application to register Book By Cadillac as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.

The automaker’s May 12th, 2016 application is assigned serial number 87034935 and specifies that the mark will be used in the following two ways:

  • Downloadable mobile and web-based application for reserving vehicles through a motor vehicle sharing service
  • Motor vehicle sharing services, namely, providing temporary use of motor vehicles

Book By Cadillac GM USPTO Trademark Application

The GM Authority Take

The Goods and Services description of this application makes it fairly clear that Book By Cadillac is an upcoming ride sharing service exclusive to the Cadillac brand. And if we’re to guess, it will either exactly the same or fairly similar to GM’s Maven.

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Comments

  1. Why divide the service in two? Unless “Book” comes with its own driver why not just have it as a special tier in the apparently so-far-so-good Maven service?

    I guess it makes sense if this service will only be accessible from faux-haute coffee houses with aesthetically retarded art on display.

    Reply
    1. Cadillac is GM’s halo brand. So therefore it does make since to separate it from Maven. Basically, it is about the Cadillac brand the reason why they are doing this.

      Reply
      1. But Cadillacs are already available through Maven – so they are either going to have two apps that offer the same thing OR they will dilute Maven.

        Reply
    2. Same reason to have a separate brand called… Cadillac.

      Reply
      1. Apples to oranges, and I really must believe you realize that.

        Car brands don’t rely on people to know about, download, and use an app. An app’s #1 gateway to success is how many people download it – by splitting the potential download base into two groups it dilutes the viability of both apps.

        Think of Uber- they didn’t create UberX as a separate, cheaper app. They rolled it into the existing app as a different tier level. I really think longterm success would be better served by having “Book by Cadillac” as high tier level within Maven. Don’t confuse the consumer – keep it simple.

        Reply
  2. I know it’s not a showroom, but a nice place to Cadillac to start with this before fully-engaging might be NYC … visit Cadillac House, get a coffee, be cool and fashionable, and get what amounts to a test-ride in an Escalade or CT6 or XT5 to wherever you’re going. (Customers don’t drive.)

    Not a free service, no trips to JFK or Newark, but if you had a couple of each new model, it’s be a nice, surprising, luxury user-experience that demonstrates Cadillac really IS different.

    I know – it’ll never happen. What was I thinking?

    Reply

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