Cadillac’s experimental new “Book” service let’s members drive a new luxury car, and switch models whenever they want. SUV this week? Sports car the next? At the end of the day, Cadillac is betting that young affluents will value freedom, choice and expression in a single brand to ownership of a single vehicle model.
Are they right?
We’re going to be seeing a lot of business model innovation in the years to come, as brands wrestle with finding novel ways to engage and inspire consumers towards loyalty.