“We’ve found that it’s working quite well from a consumer standpoint. We’ve seen sales increases at all of our standalone facilities, and we’ve also seen a huge reaction to the experience because luxury buying is about more than just the product.”
Cadillac recognizes that a fully rebuilt and rebranded facility requires more investment than volume warrants in certain markets, said Peever, adding that the brand is looking into alternate treatments for those situations.
“Anything that you see will either be separation within the existing showroom for some of our smaller dealers, pulling out of the main facility to create a boutique in some cases where it’s a showroom with a service lane that’s dedicated to Cadillac facilities, all the way through to the full standalone operations.”
WHICH MODELS ARE LEADING CADILLAC’S 23-PER-CENT YEAR-OVER-YEAR INCREASE IN CROSSOVER SALES?
XT4 is leading the charge for sure. We weren’t sure how it would play out with the whole new Y-strategy [for packaging] that we have. You can choose either sport appearance or traditional luxury appearance, and we’ve seen a little bit more [sales] on the premium luxury side.
We’re seeing more female buyers on XT4 than we had anticipated. I think the more traditional luxury loo and feel has resonated. There’s a bit more in premium touches on the interior of the vehicle a little bit more brightness, a bit more chrome That seems to be appealing a little bit more in that demographic.
ON WHETHER THE REFRESHED LINEUP IS AIDING CONQUESTS
Conquest buyers have been right in line with expectations which is really nice to see. Where we are seeing more conquest is with the sport model attracting a slightly younger demographic.
ON WHY CADILLAC WAS RANKED NO. 1 IN DEALER SATISFACTION BY THE CANADIAN AUTOMOBILE DEALERS ASSOCIATION FOR 2018
The approach . . . is one of incredible transparency and partnership. We’re on quite a journey to grow the brand with the onslaught of all-new models that are coming, the discussions about new facilities, which requires significant investments from our partners, and then, of course, our all-electric future. We need to make sure that we’re communicating with our dealers effectively, regularly and transparently in a way that we perhaps never have done in the past.
ON WHETHER CADILLAC LIVE IS MEETING EXPECTATIONS: