LOS ANGELES — Book by Cadillac, a subscription service that General Motors put on hiatus in late 2018, will return early next year with a new direction, said Deborah Wahl, GM’s chief marketing officer.
Speaking Tuesday at the J.D. Power/NADA AutoConference L.A. here, Wahl said the first dealers will begin piloting the revamped program in February. While she did not go into details, she promised greater “convenience, flexibility and value for potential subscribers.”
Wahl, who in September was named GM’s first global CMO in seven years, said the program would be better integrated with Cadillac’s dealer network, and said that Dublin Cadillac in California would be among the first to test the new program.
“We do still see a lot of interest from consumers in finding different ownership models, but the right price, value, how we do that, how we bundle those services is what we’re working on,” Wahl told Automotive News in an interview earlier this year. She did not discuss pricing on…
Source news autonews.com, click here to read the full news.
