GM Tries a Subscription Plan for Cadillacs—a Netflix for Cars at $1,500 a Month – The Wall Street Journal


Move is the latest effort to test whether people favor on demand access over ownership.

Ashley Sandall recently set aside the keys to her Porsche sport-utility vehicle for three months to try out a few Cadillacs. When the Caddy she was driving became boring or proved too small for her weekend plans, she ordered up a different model with her smartphone and it would arrive the next day.

Ms. Sandall, a 35-year-old fashion executive who lives in New York City, said she was impressed with Cadillac. She used the brand’s brawny Escalade SUV for trips to the Hamptons and a football game in New Jersey.

“It was great to have your pick of the vehicle best suited for what you’re doing,” she said.

After participating free of charge in a three-month pilot of General Motors Co.’s new Book by Cadillac subscription plan, Ms. Sandall said she is considering becoming a full-time member when it is time for a new vehicle. For $1,500 a month, the program covers ownership costs and lets members trade in and out of Cadillac’s 10 models up to 18 times a year.

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