BOOK BY CADILLAC

Cadillac is bringing what seems to be the bargain of the century to millenials tired of driving the same car for year after year. You can now get a booking deal from Cadillac whereby you can cycle through six Cadillac models upto 18 times a year, all for a subscription fee of US $1,500 a month.

That might seem like a lot, and indeed it is - the cost associated is similar to the cost of leasing a fully decked out luxury car for a year, but where the bargain comes in is the variety of vehicles you can switch to within the subscription period. Plus, leasing a car in the US means you have to keep driving that car till you either pay for it entirely, or pass on the lease to the new owner - obviously more hassle than walking into a Cadillac dealership 18 times a year and going "I want that one."

This presents quite an interesting prospect. Moving from one city to another? Get an Escalade ESV and transport huge amount of stuff in complete comfort, all the while pretending you're in the secret service. Going to a track day? Take the supremely capable CTS-V or the larger ATS-V, exchange for the soft XT5 crossover after you're done.

This is obviously a way for Cadillac to drive demand and get people more invested in their model range. Its ingenious, and might revolutionise the way manufacturers offer their cars to customers for trial. Who wouldn't want a subscription to Jaguar's lovely lineup?