Cadillac is in an innovative state of mind, something the brand’s CMO, Uwe Ellinghaus, believes wouldn’t have been possible without moving the luxury brand’s operations to New York City itself.
Recently, Cadillac chief marketer told Automotive News the New York City move continues to fuel the brand’s experimental marketing procedures, which have included helicopter rides, virtual reality dealerships, and maybe its most-innovative new program, Book.
The year 2017 has been noted as a way for Cadillac to prime itself and flex its marketing muscles as it prepares for an infusion of new product beginning in 2018. These initiatives have also included the Cadillac House, where more than 170,000 visitors have come to spend time. In the next 12 to 18 months, Ellinghaus said more Cadillac Houses will open up in Dubai, Shanghai and Toronto.
Ellinghaus also revealed Book by Cadillac will soon begin to exit its pilot program, and the brand is even working with its dealership network to work out a proper business model. Book allows users to rent a Cadillac Platinum or V model for $1,500 per month without committing to financing, or leasing.
It’s currently only available in New York City, but an expansion of the current program and launches in new cities is underway, per Cadillac boss, Johan de Nysschen. He said Cadillac dealerships could hold the secret to Book’s success.
“As we move from the piloting and beta-testing phase of Book to commercial execution, our desire is certainly to leverage our dealer organization to have the widest reach,” de Nysschen said. “The dealers have a lot to bring to the table,” including space, vehicle fleet, service and maintenance, he added. 90 percent of those interested in Book have never owned or leased a Cadillac.
One of the biggest hurdles will be to work out which party owns the Cadillac vehicles, and how costs and revenue would be shared between Cadillac and franchised dealerships. One thing is certain, though, Cadillac believes its Book service could be leasing 2.0.