‘Book By Cadillac’ Trademark Filed For The Third Time

Book by Cadillac was a car subscription service offered by the luxury marque until December 1^st, 2018, allowing on-demand access to the latest Cadillac models via a smartphone app. While the service was discontinued, the luxury marque appears to have not forgotten about it, even indicating that it was interested in resurrecting Book by Cadillac back in 2020. While these plans haven’t made it to fruition, at least not yet, Cadillac Society uncovered a recent trademark filing that suggests Book by Cadillac may soon make its return. 

Filed on March 10^th, 2023 and assigned serial number 97832442, the trademark application falls under the categories of “Online downloadable mobile application for reserving vehicles through a motor vehicle sharing service,” as well as “Motor vehicle sharing services, namely, providing temporary use of motor vehicles.” 

This particular filing marks the third time that Cadillac and its parent company, General Motors, have applied for the trademark. The first, filed on May 12^th, 2016, has been abandoned, while the application placed on October 23^rd, 2019, as well as the most recent one, are still active. However, the 2019 application will likely soon also be abandoned.

During its brief run, Book by Cadillac was positioned as a way to “eliminate the hassle of car ownership so members can experience uninhibited driving.” Memberships, priced at $1,500 per month, were offered on a month-to-month basis, with no long-term commitments required, and members were able to use the service’s mobile app to reserve a Caddy vehicle to be delivered to their specific location via a white-glove concierge service. Eligible vehicles included certain current model year Platinum trimmed vehicles, while the monthly fee covered maintenance, taxes, insurance and registration without capping mileage.

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