Cadillac Introducing Virtual Showroom Concept for Low-Volume Dealers
Cadillac is pushing for roughly 400 low-volume dealerships in the United States to adopt a new “virtual showroom” that would enhance the consumer experience with a more personalized, concierge-like service.
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Cadillac President Johan de Nysschen told dealers at a national brand meeting in SoCal that the new system would allow dealerships that tend not to move a great deal of volume to not keep Cadillac vehicles on their lots, which would be particularly useful for those that share lot space with Chevrolet, Buick, or GMC models. Instead, vehicles would be sent in from regional inventory centers upon sale.
Instead of test drives and hands-on previews, customers would visit with salespeople armed with tablets for virtual configuration and walkthroughs. These salespeople would be able to visit shoppers at home or in the workplace, providing a personalized level of service that would likely help close more sales.
“We want to work with those small dealers to give Cadillac a competitive advantage in terms of reach into their local communities,” said de Nysschen, “but do so in a way that’s more closely aligned with what we think the Cadillac luxury brand experience should be.”
At the meetings, de Nysschen also introduced a new design scheme for dealerships moving forward, which will be aided by a $500 million investment over the next few years.
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News Source: Automotive News (subscription required)