GM has once again filed to trademark the term Book By Cadillac, GM Authority has learned. The term may be used in conjunction with a Cadillac vehicle subscription service.
The trademark was filed on March 10th, 2023 with the United States Patent and Trademark Office (USPTO) and is assigned serial number 97832442. The application carries a Goods and Services description of “Online downloadable mobile application for reserving vehicles through a motor vehicle sharing service; Motor vehicle sharing services, namely, providing temporary use of motor vehicles.”
Critically, this is the third instance in which GM has filed to trademark the term “Book By Cadillac”. The first filing was made in May of the 2016 calendar year, while the second was made in October of 2019.
While the first filing made in 2016 is now dead, the others are live.
Mark | Filing Date | Serial Number | Patent Office | Goods & Services |
---|---|---|---|---|
Book by Cadillac | March 10, 2023 | 97832442 | USA | Online downloadable mobile application for reserving vehicles through a motor vehicle sharing service; Motor vehicle sharing services, namely, providing temporary use of motor vehicles |
Book by Cadillac | October 23, 2019 | 88664815 | USA | Online downloadable mobile applications for reserving vehicles through a motor vehicle sharing service; Motor vehicle sharing services, namely, providing temporary use of motor vehicles |
Book by Cadillac | May 12, 2016 | 87034935 | USA | 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 |
The Book By Cadillac service was suspended in 2018 after nearly two years as a pilot program. Back in 2018, Cadillac stated that the initial program provided “valuable insights” and contributed to the brand’s “commitment in identifying new and innovative experiences” for Cadillac customers, with plans to leverage insights gained “to make adjustments to the Book By Cadillac strategy moving forward.”
Debuting in January of 2017, Book By Cadillac was framed as a car subscription service offering members the ability to swap vehicles upwards of 18 times per year, as well as insurance coverage, maintenance, detailing, white-glove delivery, and more. Pricing was $1,800 per month. The program initially launched in New York, but later expanded to Los Angeles and Dallas.
Unfortunately, Cadillac struggled to make the program profitable, but now, following the third trademark filing for the Book By Cadillac term, perhaps the luxury marque is ready to give the service another go.
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Comments
Hopefully they can continue to make tweaks to the program and keep it around.