By Gugu Lourie
The South African vehicle industry continues to struggle, with car sales for December coming in below par with ENCA reporting on Tuesday that some 7,500 fewer vehicles were sold compared with a year ago.
Total new vehicle sales in December fell more than 15 percent, year on year.
This could be attributed to tough economic conditions, leaving cash-strapped South Africans unable to afford new cars. It is also due to the fact that local citizens in big cities such as Cape Town, Durban, Johannesburg, Port Elizabeth and Pretoria are finding it easier and affordable to use ride hailing services such as Uber, Zebra Cabs, Taxify, Jozibear and Gautrain in Johannesburg and Tshwane.
Isn’t time that carmakers reinvents vehicle ownership to deal with falling vehicle sales.
Detroit-based Cadillac is planning to do just that in the US and thereafter expand to other markets.
The carmaker is introducing BOOK by Cadillac, a bold new luxury vehicle subscription model.
Instead of owning a single vehicle, members can switch between different Cadillacs to best suit their needs with this first-of-its-kind subscription service from a manufacturer.
BOOK by Cadillac members will have app-enabled on-demand access to the latest premium trim Cadillac models to keep in their possession.
The vehicles will be delivered via white-glove concierge to members’ requested locations and exchanged at their leisure or as their needs change.
For a flat monthly fee, BOOK by Cadillac gives members access to popular Cadillac vehicles without the commitment of leasing, financing or buying.
A flat monthly fee of $1,500 (R20, 565.70) eliminates the hassles of car ownership so members can experience uninhibited driving.
Membership is month-to-month with no long-term commitment required.
Members can use a mobile app to reserve vehicles that will be delivered to their specified locations via a white-glove concierge service. Certain location restrictions apply.
Members will have access to the current year Platinum Level Trim Cadillacs, including the XT5, CT6, Escalade and V Series. Registration, taxes, insurance and maintenance costs are
With maintenance, insurance and detailing of the vehicle handled by Cadillac, members are freed from the baggage that comes with traditional vehicle ownership and given the freedom and flexibility to fit their lifestyle.
BOOK by Cadillac will launch first in the New York metro area, with plans to debut in other markets.
“BOOK by Cadillac is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange,” said Uwe Ellinghaus, Cadillac chief marketing officer.
