New York City is probably the least car-friendly place in the United States. Its streets are perpetually gridlocked and garage fees cost more than rent in other parts of the country. Most people who live in the city don’t even own cars and regard them as an occasionally necessary nuisance. Mostly, they hail a cab. Or they walk or take the subway.
So it makes perfect sense for a major car company to relocate the headquarters of its luxury division there.
Right?
Well, yes – in a way. The new way.
GM’s way.
Which is not to sell you a car. Nor for you to own one. Instead you will “experience the brand” – these are the words of Cadillac’s new honcho, Johan de Nysschen. You will experience Cadillacs in the same way that you experience a stay at a fancy hotel:
Briefly.
Occasionally.
And, of course, expensively.
You will sign up for a subscription – a monthly/yearly fee, like a membership at a health club. This will allow you to use the facilities; to access different GM vehicles – in order to “experience” them.
De Nysschen does not seek buyers. He seeks consumers – his word. “We wanted to see luxury consumption through the eyes of our consumers,” he said about the move to NYC.
Consumption.
In other words, short-term rentals of various models in the GM inventory rather than owning or even leasing one the single car. Use by the hour/day/weekend – and so on. The car is never yours. The payments never end. Consume, consume, consume.
Such a deal!
Well, it is – for GM.
And for any other car company that follows this new consumption-based business model. Which – if GM’s admittedly bold attempt to “disrupt” the way the car business works succeeds – they will follow.
In which case, our transition…