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Book by Cadillac is like a streaming service for cars

Cadillac is launching a subscription-based service that gives users access to most of its models for a flat fee of $1,500 a month. Called Book by Cadillac, the program starts in February in New York City and its surrounding areas. Cadillac's goal: attract users who want flexibility without the costs and commitment of ownership. The monthly fee is steep, but Cadillac argues it's competitive with the cost of leasing a well-equipped luxury car. It also includes maintenance, taxes, and insurance fees. The Book service can also be stopped at any time, which frees users from any payments. There's no restrictions on mileage, though users pay for gas either by filling up the car when they're done with it or through a Caddy concierge who bills their account. Cadillac will deliver and pick up the vehicles from the user's choice of location via a white-gloved driver. Users can change vehicles up to 18 times per year, and they can be reserved with a mobile app. The theoretical goal is a Book user could head to the airport in New York in a Cadillac and reserve another one for their use in Los Angeles. Cadillac ran a test program last year and decided to move forward with Book after receiving a positive response on the price and features. "The overwhelming result is this is something competitive," spokesman Eneuri Acosta said. The program features the Escalade, Escalade ESV, CT6, CTS-V, ATS-V, and XT5 decked-out in Platinum trim. Other vehicles, like the non-V-series ATS or CTS could be added if there's demand. Book by Cadillac starts in New York, but will expand to other unspecified markets. Related Video:

2020 Cadillac CT5-V First Drive | The lowercase v series

PALM SPRINGS, Calif. — This isnÂ’t the Cadillac CT5-V we were expecting. After years of successively higher horsepower and world-beating performance statistics, Cadillac flipped the script with the CTS-replacing CT5 by making the reborn carÂ’s first V-badged sedan a middle performance tier that will slot below a new model that hasnÂ’t yet been released. The outgoing CTS-V pounded the pavement with 640 horsepower; the CT5-V weÂ’re discussing here offers up a seemingly paltry 360 ponies. The CT5Â’s styling aligns with recent models like the XT4, XT5, XT6 and CT6, but is another major departure from the CTS it replaces. The automakerÂ’s abandoned Art and Science design philosophy culminated in a CTS that looked modern and distinctive. Crisp lines, clean edges and sharp features have given way to the CT5Â’s more flowing sense of style, and with the exception of its gracefully curved pseudo-fastback greenhouse that results in an unfortunately awkward C-pillar transition, itÂ’s right on the border of blending in instead of standing out. As you would expect, the CT5-V has a more aggressive look than other CT5 models. Bits that are bright on the standard car are blacked out on the V, and the sportier car has a more chiseled front face with a mesh grille that flows more air than if it were just wide open. Similar changes are seen in the cabin, where the V replaces wood trim with carbon fiber. WeÂ’d prefer some other trim options in the V, like maybe brushed aluminum, since the monochromatic dark leather with dark trim leads to — you guessed it — a starkly dark interior. Cadillac has a brand-new infotainment system that will be launching soon in the upcoming Escalade SUV, but the CT5 sticks with the brandÂ’s oft-maligned CUE. As much as customers and journalists like us have complained about CUE, the latest (and likely last) version found in the CT5 works pretty well. All the necessary functions are easy to find, and the touchscreen is quick and responsive. And if you really donÂ’t like the interface, there are physical buttons for the climate control and a pair of dials for audio. An available rear camera mirror offers a wider field of view, or can be used as a regular mirror. Forward collision alert, automatic braking and pedestrian detection are standard. A 360-degree camera system, adaptive cruise control, automatic parking assist and rear auto braking are available.

Cadillac's de Nysschen won't budge on raised pricing

According to new Cadillac boss Johan de Nysschen, it will take between 10 and 15 years to elevate GM's top brand, which was once hailed as "The Standard Of The World," back to prominence in the minds of American customers. And to hear the executive talk of it, the brand is going to have to be willing to see sales falter in the near-term before they recover:
"Either you have to bring your volume aspirations into alignment with reality and accept that you will sell fewer cars... Or you have to drop the price and continue to transact at the prices where you were historically... I think the logical conclusion is that it's better to build off a very solid base in terms of [product] credibility, charge a fair price for the car and realize you have to wait until the volume comes."
In other words, sales will fall before they rise, and the brand has to be okay with that. Notice, too, that de Nysschen speaks of "a fair price" for Cadillac cars and utility vehicles. In this case, "fair" means more than many of the brand's traditional buyers are accustomed to, and roughly in line with the brands and machines Cadillac believes it is competing against. For instance, the newly enlarged 2014 CTS carries a suggested retail price that is over $6,000 higher than it was in 2013, and some trim levels boast an even higher price premium over the models they replace.