Cadillac's Subscription-Based Luxury Rental Service
Back in the day, owning a car was part of the American Dream. But things are changing.
That’s according to one Cadillac exec who runs the luxury automaker’s subscription rental service.
“I do think that when you’re looking at Gen X, Gen Y...they’re looking for something a little bit different,” Tara Brannigan, head of marketing at BOOK by Cadillac, told Cheddar. “They’re enjoying the experience over ownership, and this is where BOOK by Cadillac may fulfill a need.”
The company may be trying to appeal to “experience economy”-minded millennials, but with the rise of ride-hailing apps such as Uber and Lyft, automakers are also trying to keep customers from abandoning their vehicles altogether.
BOOK by Cadillac launched in New York last January and has expanded to Dallas and Los Angeles. Members get access to a variety of high-end models and can keep the vehicles for up to a month, with an option to renew. They also get access to a concierge service to drop off and pick up the cars.
The privilege doesn’t come cheap though. Subscribers have to pay $1,800 a month for the service.
Companies like Volvo and Porsche offer similar programs.
For the full interview, [click here](https://cheddar.com/videos/tara-brannigan-explains-how-cadillacs-car-sharing-service-works).
Nvidia smashes earnings with record-breaking revenue and soaring Blackwell demand as shares slip this morning, Barron’s senior writer Adam Levine unpacks it all
Jeff Wagoner, CEO of Outrigger Hospitality Group, discusses the company’s coral preservation initiatives and sustainable practices at their hotels and resorts.
Dena Jalbert, Head of M&A at Align Advisory, discusses the state of mergers and acquisitions in 2025 and beyond, highlighting key trends and opportunities.
Kim Perell, author and entrepreneur, shares actionable tips and tricks to help current and aspiring entrepreneurs kick off 2026 with confidence and momentum.
Computer chipmaker Nvidia is poised to release a quarterly earnings report that is expected to either deepen a recent downturn in the stock market or prompt an ebullient sigh of relief among investors increasingly worried the world’s most valuable company is perched upon an artificial intelligence bubble about to burst.
Emera CEO Scott Balfour discusses soaring energy demand, AI-driven grid challenges, clean-power investments, and how the company is building a resilient future.
JB Mackenzie discusses Robinhood’s new entertainment prediction markets, letting users engage with pop culture, award shows, and more through low-stakes bets.
Rhett Power shares his startup journey, lessons from his early years and insights from his book on overcoming negative self-talk to lead with confidence.
Despite inflation, Americans aren’t giving up the gym. Crunch Fitness CEO Jim Rowley discusses strong growth, value-driven expansion and what the future holds.
Home prices far outpacing incomes, low inventory, and higher living costs are reshaping the market. WSJ’s Veronica Dagher breaks down the challenges ahead.
