mobile-menu-icon
GM Authority

GM Files To Trademark Book By Cadillac For The Third Time

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.”

A trademark filing for the term Book By Cadillac.

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.

GM Book by Cadillac Trademark Applications
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.

Subscribe to GM Authority for more Cadillac news, GM trademark news, GM business news, and around-the-clock GM news coverage.

Jonathan is an automotive journalist based out of Southern California. He loves anything and everything on four wheels.

Subscribe to GM Authority

For around-the-clock GM news coverage

We'll send you one email per day with the latest GM news. It's totally free.

Comments

  1. Hopefully they can continue to make tweaks to the program and keep it around.

    Reply

Leave a comment

Cancel