LOS ANGELES — Book by Cadillac, a subscription service that General Motors put on hiatus in late 2018, will return early next year with a new direction, said Deborah Wahl, GM's chief marketing officer.

Speaking Tuesday at the J.D. Power/NADA AutoConference L.A. here, Wahl said the first dealers will begin piloting the revamped program in February. While she did not go into details, she promised greater "convenience, flexibility and value for potential subscribers."

Wahl, who in September was named GM's first global CMO in seven years, said the program would be better integrated with Cadillac's dealer network, and said that Dublin Cadillac in California would be among the first to test the new program.

"We do still see a lot of interest from consumers in finding different ownership models, but the right price, value, how we do that, how we bundle those services is what we're working on," Wahl told Automotive News in an interview earlier this year. She did not discuss pricing on Tuesday.

The first Book by Cadillac program, launched in 2017, allowed customers to pay a $1,800 monthly fee that covered insurance and maintenance costs. Subscribers could swap in and out of Cadillac vehicles with no long-term commitment.

Wahl said the learnings from that program were significant. Roughly 70 percent of users, she said, were conquest customers new to Cadillac.

"There's really no one-size-fits-all solution for personal transportation," she said.

Wahl's presentation Tuesday focused on how she is attempting to help GM stay ahead of consumer preferences. She cited another Cadillac initiative, Super Cruise, as a technology customers may not have asked for, but loved.

The hands-free driver-assist system was launched in 2017 on the CT6. The luxury brand plans to expand it to the CT5 starting in 2020 before ultimately adopting the technology throughout its lineup.

Wahl said 85 percent of Super Cruise users are either interested in trying it again or say they have to have the feature on their next vehicle. To date, customers have driven 4.3 million miles with the feature enabled, she said.

It's one piece of GM's ambitious quest to reach zero crashes, zero emissions and zero congestion.

"Over time," Wahl said. "the status quo solves absolutely nothing."

Hannah Lutz contributed.

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DETROIT — General Motors plans to build four electric vehicles at Detroit-Hamtramck Assembly by the end of 2023, including battery-powered versions of the GMC Sierra and Cadillac Escalade, according to a prominent forecasting firm.

The plant, which had been scheduled to close in January, will remain open under the automaker's newly ratified contract with the UAW. The deal states that GM has agreed to invest $3 billion and use the plant to build electric pickups and vans.

Production of those vehicles is scheduled to start in 2021 and will be followed by the electric Sierra and Escalade in 2023, LMC Automotive told Automotive News. LMC is a closely watched provider of industry sales and production forecasts.

GM declined to comment Thursday on its future product plans.

Given the platform and size, LMC expects the van built at Detroit-Hamtramck to be full-size, possibly similar to the Ford Transit.

The plant's full capacity today is 160,000 vehicles per year, but after the conversion to EV production, capacity will drop to about 100,000 vehicles, LMC estimates.

GM expects to employ 2,225 people at Detroit-Hamtramck when it reaches full capacity, according to its contract with the UAW. The plant will play an integral role in GM's commitment to build 20 EVs globally by 2023.

Last fall, GM said Detroit-Hamtramck was one of four U.S. plants slated to close as part of a sweeping restructuring plan. The other three plants identified — Lordstown Assembly in Ohio and transmission plants in Maryland and Michigan — have been shut down permanently. GM last week agreed to sell the Lordstown plant to an EV-manufacturing startup.

Reuters last month reported that GM may bring back the Hummer brand on a vehicle it builds at Detroit-Hamtramck, though it's unclear which product would bear the Hummer name.

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