Cadillac is launching in the USA a subscription service that will charge customers $1,500 a month to drive and swap out any model they want, whenever they want.

‘Book by Cadillac’ will launch first in the New York metro area before it expands to other markets.

The contract-free service, will grant users access to an app allowing them to request to swap at will between current year Cadillacs, including the XT5, CT6, Escalade, and V Series, without having to pay extra for registration, insurance or maintenance. All of those costs are included in the monthly fee.

Subscribers will be able to swap cars up to 18 times per year, once per day. Vehicles will be delivered to the preferred location by a white glove concierge service.

Drivers must keep a car at all times, but because there’s no contract commitment it’s possible to cancel the service for a month and start it up again later. There are no mileage restrictions either, although driving for ride-sharing services like Uber and Lyft will not be allowed.

With individual car ownership predicted to go the way of the Dodo, is this the first step in that direction?