PRESS RELEASE

Zurich, July 17, 2017

Introducing BOOK by and bringing the Spirit of

Cadillac Europe SoHo to Munich Boulevard Lilienthal 6, CH-8152 Glattpark (Opfikon), Cadillac is pushing the boundaries of the driving experience with a first-of-its-

kind premium vehicle subscription service from an OEM, BOOK by Cadillac. For a flat monthly fee, BOOK by Cadillac gives members access to nine different Cadillac models along with Camaro and Corvette performance and the freedom to change vehicles at any time or choose the duration of this groundbreaking new service without the commitment of leasing, financing or buying.

In the first Cadillac House outside of the US in Munich, Cadillac is also introducing its showroom of the future including a comprehensive digital sales channel with breakthrough 3D technology and a stylish facility featuring several art exhibitions during the summer months that bring the spirit of SoHo to the Bavarian capital.

“BOOK by Cadillac is an innovative new option targeted at a growing class of premium drivers searching for access to various cars over time, dependent on their individual needs, coupled with an unprecedented and hassle-free white-glove exchange,” says Felix Weller, Vice President Cadillac Europe.

BOOK by Cadillac members will have on-demand access to the latest premium trim Cadillac models. The vehicles will be delivered via white-glove concierge to requested locations and exchanged at their leisure or as their needs change. Members can just as easily take to the winding roads in a performance ATS-V or CTS-V and enjoy an excursion into the mountains in an Escalade in the same week. Alternatively, they can keep an SUV during the winter months and switch to a performance car during the summer, with each vehicle picked up and delivered to their doorstep.

With maintenance, insurance and detailing of the vehicle handled by Cadillac, members are freed from the baggage that comes with traditional vehicle ownership and given a new level of freedom, flexibility and excitement to fit their lifestyle. BOOK by Cadillac will launch first as a pilot project in the Munich metro area in the next six months, with plans to debut in other markets. In the US, it is being offered in New York and has stirred tremendous interest.

The Details of BOOK: A flat monthly fee eliminates the hassles of car ownership so members can experience uninhibited driving. Membership is month-to-month with no long-term commitment required. Members can use a mobile app to reserve vehicles that will be delivered to their specified locations via a white-glove concierge service. Members will have access to the latest top trim level , including the XT5, CT6, Escalade and ATS-V and CTS-V as well the Chevrolet Camaro and Corvette. Registration, taxes, insurance and maintenance costs are included in the monthly rate and there is no limit on mileage.

For detailed information on all the benefits of membership and how to join, please visit www.bookbycadillac.eu.

Digital Sales Channel Cadillac Europe is adapting to changing customer preferences by introducing a fully digitized sales channel. Break-through virtual reality technology is offering an attractive and convenient alternative to the traditional way of configurating and purchasing a new car.

Our 3D headset offers highest fidelity images, is fully walkable and allows an immersive journey where the viewer has control over what he or she does at all times. These are just some of the distinct differences to similar technologies used by competitors.

An online sales option is one of the key strategies of Cadillac Europe and will soon be launched to support existing sales channels.

“We believe that our future sales channels will focus on the latest virtual reality technology and not necessarily have to include a physical showroom,” emphasizes Helmut Stadler, Director Retail Network Development and CRM. “However, while customers could accomplish the entire selection, purchasing and trade-in process online, we expect them to still require a physical contact with the selected model including a test drive.”

Cadillac Europe will jointly operate these digitized channels with innovative partners either from the automotive retail business or companies from other sectors.

Cadillac House – Art Exhibition and Future Cadillac Showroom For the first time Cadillac is opening a branch of its original New York Cadillac House outside of the US. Coinciding with the inauguration on July 14, the new facility in Munich opened its doors to the Letters To Andy Warhol exhibition, the only Europe-wide venue to host this unique collection of artwork.

Letters To Andy Warhol has its origins in a collaborative project between Cadillac and the Andy Warhol Museum in Pittsburgh, Pennsylvania. The exhibition is focused on rarely seen letters from the archives of the Warhol Museum written either to or by Andy Warhol. Included are exhibits from couturier Yves Saint Laurent, Rolling Stones front man Mick Jagger and the Museum of Modern Art.

While Cadillac House is designed as a public meeting place where innovators, creators and the curious can find inspiration – and one another – it also features a Cadillac showroom of the future with the latest models set in a welcoming, informative and interactive environment.

“Cadillac House is an expression of how and where we see our brand today and gives a flavor of the direction in which we are heading,” says Florian Spinoly, Director Marketing, Product und PR Cadillac Europe. “Our stylish facility offers visitors an unforgettable experience with breakthrough virtual reality technology. It is a first example of more things to come from Cadillac such as innovative digital sales formats or our BOOK by Cadillac pilot.”

As of August 11, the Cadillac House present various works proposed by Stroke. Stroke is Germany’s most influential and successful fair for up-and-coming contemporary art and in the past seven years thrilled some 180,000 visitors.

As part of a vernissage, Cadillac House will additionally exhibit the works of five – still largely undiscovered – artists previously selected as winners by a renowned jury of the “Talenthouse” creators’ platform which has a global membership of 800,000. European artistic talent has been invited to submit entries reinterpreting the Cadillac theme in a style taking cues from Andy Warhol.

The Cadillac House Munich is situated at the Isarforum adjacent to the Deutsche Museum and can be visited daily from 11:00 thru 21:00 until August 27. Entrance is free of charge.

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FOR MORE INFORMATION, PLEASE CONTACT: René Kreis Head of Public Relations Cadillac & Chevrolet Performance Cars Europe Phone: +41 44 828 2781 Mobile/cell: +41 79 888 1448 [email protected]

Gordon Müller Public Relations Manager Cadillac & Chevrolet Performance Cars Europe Phone: +41 44 828 2764 Mobile/cell: +41 79 888 5047 [email protected]

ABOUT CADILLAC Cadillac has been a leading premium auto brand since 1902. Today Cadillac is growing globally, driven by an expanding product portfolio featuring distinctive design and technology. Its European line-up includes the ATS sedan and coupe, the CTS upper mid- size sedan, the ATS-V and CTS-V high performance versions, the CT6 full-size premium sedan, the XT5 premium crossover and in addition the Escalade, a full-size premium SUV. More information on Cadillac appears at www.cadillaceurope.com. Cadillac's media website with information, images and video can be found at www.media.cadillaceurope.com