If you want to raise money, lose money, buy a company, sell a company, or hide the fact that you don’t have a viable business plan in the transportation sector, add the word mobility. Mobility is the dumbest word in Silicon Valley, Detroit, and anywhere cars are built or software is written. What is mobility? While everyone hemorrhages cash trying to figure it out, one old-school automaker has unexpectedly put a stake in the ground which shows genuine courage: Cadillac.
The product is called Cadillac Book. It’s a $1,500-per-month subscription service that gives users access to almost any Cadillac—including halo models like the excellent CTS-V—via the Book app. Throw in white-glove delivery service, insurance, registration, taxes, maintenance, unlimited mileage, no long-term commitment, and up to eight vehicle swaps per year, and you have what appears to be an overpriced, long-term car rental.
But it’s much more than that. To understand why Book is so brave and potentially revolutionary, we must define what mobility is, and will be. Continue reading