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).
Seth Schachner, Managing Director at Strat Americas, talks Disney's taking control of Hulu, Warner Bros. and Discovery's split and how if affects the viewers.
The Tony Awards on Sunday lured 4.85 million viewers to CBS, its largest broadcast audience in six years. CBS says Monday that Nielsen data shows the telecast — hosted by “Wicked” star Cynthia Erivo — scored a 38% increase over last year’s 3.53 million viewers. That’s the largest audience for the Tonys since 2019, when the telecast that year nabbed 5.4 million viewers and “Hadestown” was crowned best new musical. The latest version also had to compete with the second game of the NBA Finals, between the Thunder and Pacers,
After stumbling out of the starting gate in Big Tech’s pivotal race to capitalize on artificial intelligence, Apple tried to regain its footing Monday during a developers conference that focused mostly on incremental advances and cosmetic changes in its technology.
Six weeks before UnitedHealthcare CEO Brian Thompson was gunned down outside a Manhattan hotel last December, Luigi Mangione mused about rebelling against “the deadly, greed fueled health insurance cartel” and expressed that killing the executive “conveys a greedy bastard that had it coming."
