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.
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Read an article ,in motor trend that said GM is working on a 6 cylinder diesel for the next generation Cadillac Escalade
Sounds good, but it'd be nice to see some real numbers.
Sounds very good, but it runs completely counter to this Wall Street Journal article from 3 days ago! They're asserting Book by Cadillac is dead on arrival and can't fulfill the demands! I hope it's wrong! Cadillac truly needs this to be successful at this point! It's a service I believe can truly do the Cadillac brand some real service!
http://247wallst.com/autos/2017/02/24/book-by-cadillac-remains-a-major-failure/
The Wall Street article is BS, calling Book a failure because it is too popular in its beta. I think this is a brilliant idea and when you do the math this concept works amazing for a lot of people. If your someone who normally leases high end cars this almost breaks even in cost while adding flexibility of vehicle choice and concierge of never taking a car in for a wash or maintenance. Then you can get conversions of people who just want to buy one for themselves after falling in love.
Even I look at it as a fun thing to do during summer where for $2000 I can test drive several $80,000+ cars for 30 days. Imagine the word of mouth from people who get to drive a CTS-V for a week.
The perception of Cadillac in the automotive industry is the problem of the people who are looking at them.
They want Cadillac to be great at everything!
The cars that are designed to be a luxury car needs to be just that. (Comfortable, luxurious, reliable)
The cars designed to be performance cars need to be just that, (engine, handing, braking)
But this is not what happens the people expect a XTS to be a track car while being a luxury car. Or they want a CTS-V to be a plush comfortable luxurious car and a terror at the track.
Jay Leno talked about this year's ago when he was mentioned people that complain about the corvette's interior. He said if you are focusing on the interior of the corvette then you are buying the wrong car!
Jay gets it so why can't the rest of the world get it?
"The perception of Cadillac in the automotive industry is the problem of the people who are looking at them."
Cadillac's leadership continues to play blame the customer/public. Fool's game.
The onus is on Cadillac to build the car not the public to pretend the product is excellent.
Cadillac markets the cars as one size fits all. End result is one size fits no one.
Cadillac underestimates the intelligence of the buying public.