When Cadillac first launched Book, the monthly subscription service that allowed members to switch between vehicles in its lineup as needed, there was no way to tell how popular it would be. Perhaps surprisingly, later that year, Cadillac announced that the trial program had been successful enough to expand to other cities. But despite that initial success, Cadillac recently confirmed that it will temporarily stop the program next month.
Automotive News reports that the American automaker will end Book on December 1. However, Cadillac wants to make it clear that Book isn’t gone permanently, only suspended temporarily. “Book by Cadillac is not canceled,” a Cadillac spokesperson told Automotive News. “We are stopping it for a short period of time to then relaunch it based off the learning we have made in early Q1. We are hitting the pause button and we will be back.”
Cadillac hasn’t said what changes it plans to make to Book or which cities will have access to the program when it returns. And even though Cadillac says it plans to relaunch Book early next year, it has yet to announce a target date.
The suspension of Book comes at a time when Cadillac is going through a lot of change. Back in April, Cadillac boss Johan de Nysschen was unexpectedly replaced by Steve Carlisle, who had previously been the head of GM Canada. Then in August, Melody Lee, the head of the Book program, left the company. Cadillac is also in the process of moving its headquarters from New York City back to Detroit.
Source: Automotive News (Subscription required)
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