Cadillac launches BOOK, a $1500-per-month car-sharing service

Within three months of taking the corner office at Cadillac, Johann de Nysschen announced plans to move the brand’s longtime headquarters from Detroit to New York.

Why did he do it? De Nysschen had been hired to reinvent General Motors’ struggling luxury brand, and to achieve that goal, he wanted to put Cadillac smack in the middle of the city that he called “the epicenter of sophisticated living”.

Put another way, de Nysschen wanted to make Cadillac elite, so he took it to where the elites live.

Yesterday, de Nysschen announced a new program that could boost Cadillac’s profile even further. It’s called BOOK. (It’s so upscale, it’s all uppercase.)

Changing needs

These are exciting times in the auto industry. Car companies around the globe are working night and day to replace gasoline engines with battery packs and to develop software that can handle driving duties.

But many in the field are predicting a bigger shift–one

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