Cadillac Wants 200 Flagship, 700 Boutique Dealerships Across the States

In its attempt to elevate itself within the premium segment, Cadillac aims to improve not just its cars but also the overall experience its customers will enjoy.

The brand’s President Johan de Nysschen explained at the annual National Auto Dealers Association (NADA) convention in San Francisco how he plans to accomplish this.

“Our recently announced US$12 billion investment in product must be accompanied by corresponding upgrades to customer experience”, he said. “For all dealers, including multi-brand outlets, we should strive to create a premium showroom atmosphere and the sophisticated brand experience that luxury consumers expect.”

With 900 dealerships in the US, Cadillac has a significant numerical advantage over its rivals in the premium sector. De Nysschen’s plan calls for an overhaul with new facilities, high-tech showroom systems and increased financial strength.

Currently, there are approximately 200 stand-alone, flagship Cadillac dealerships. The rest, which number around 700, will change into boutique locations with exclusive Cadillac consumer touch points, specially trained sales and service personnel and luxury amenities.

De Nysschen wants Cadillac to adopt a new philosophy that will place the customer at the center of the whole brand experience. “Virtual Showroom” systems will, at some point, be employed so that buyers will be able to configure and compare multiple models as they please using interactive digital displays.