Cadillac wants to rewrite the book on car ownership

Drive different cars: Members can change cars daily if they want to, with the new service. Pictured is the 2017 Cadillac XT5

The idea is simple: rather than buying one Cadillac that best suits your needs year-to-year, for a monthly subscription fee, members can instead switch between different models, from sporty coupés to roomy SUVs as and when their lifestyle demands, day-to-day.

"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.