Cadillac won’t be unveiling any new vehicles this year, but it will happily show you into its latest, forward-thinking idea. That idea is called Book by Cadillac, and its intent is to put the brand in a place where many consumers would never even think it would be.
We spoke with Cadillac Brand Director Melody Lee to get a progress report on how the service has been received and it’s nothing but good news, according to her.
“There are a couple of different ways you can look at it. From a perception point of view, I think people have realized we don’t just talk the talk, we walk it as well. When we say “Dare Greatly”, we’re not just telling other people, but we’re really placing that challenge on ourselves,” Lee told GM Authority.
“Book by Cadillac is a direct result of thinking in an innovative and iterative way, a little bit like a Silicon Valley style of design thinking. I think we’re getting a lot of credit for that which is great because it is a direct result of thinking along those lines,” she added.
Book by Cadillac initially launched and is still exclusive to New York City, but at one month into the service, Lee said the hard numbers are just as positive as the perception shifts going on.
“From a hard metric standpoint, our early pilot we ran in New York has already proven to convert people to the brand, people who had no intention of ever driving, much less buying, a Cadillac have now bought a Cadillac as a result of being a part of this program,” she said.
“We’re only in our first month with this pilot going on in New York City, but the early numbers that we’ve seen show that we are bringing a lot of people to the brand that are completely new to it. They’ve never owned a Cadillac and I think that’s a huge victory we should celebrate because that’s exactly what Book is intended to do.”
Lee told us the brand will have more to share surrounding Book and its services in the coming month. In the meantime, New Yorkers seem to be enjoying their Cadillacs.