WASHINGTON, D.C. \u2013 <\/b>As part of Cadillac\u2019s overall mission to expand and elevate within the premium automotive sector, the brand today outlined its strategy to upgrade its U.S. dealer network.<\/p>\n
Speaking at both the Washington, D.C. Auto Show today, and this weekend\u2019s annual National Auto Dealers Association convention in San Francisco, Cadillac President Johan de Nysschen will outline how the brand will target enhancements in the customer experience.<\/p>\n
The company\u2019s philosophy is to place customers at the center of the brand experience. New concepts for facilities, network development, high-technology showroom systems and increased financial strength are key aspects of the plan.<\/p>\n
\u201cA strong, financially healthy dealer organization is an essential element of Cadillac\u2019s expansion plans,\u201d de Nysschen said. \u201cThe stronger our dealers are, the better our service quality will be. Cadillac is on a journey back to the pinnacle of premium brands, and dealers will contribute every step of the way.\u201d<\/p>\n
Cadillac\u2019s current U.S. network consists of more than 900 stores, giving the brand a substantial advantage in geographic coverage against its import luxury competitors.<\/p>\n
\u201cOur comprehensive market coverage supports customer convenience, especially in access to service,\u201d said de Nysschen. \u201cOur task is to take further advantage of our network.\u201d<\/p>\n
Cadillac\u2019s U.S. network today features a core of approximately 200 flagship, stand-alone dealerships. Its concept going forward is that core of roughly 200 flagship stores will be complimented by 700 smaller, boutique locations. The boutique concept would feature exclusive Cadillac consumer touch points, highly trained sales and service staff and luxury amenities.<\/p>\n
\u201cOur recently announced $12 billion investment in product must be accompanied by corresponding upgrades to the customer experience,\u201d de Nysschen said. \u201cFor all dealers, including multi-brand outlets, we should strive to create a premium showroom atmosphere and the sophisticated brand experience that luxury consumers expect.\u201d<\/p>\n
de Nysschen outlined a plan to bring emerging technology to the showroom experience. \u201cVirtual Showroom\u201d systems could enable shoppers to quickly configure and envision multiple models, color and interior choices using interactive digital displays, or potentially even holograms.<\/p>\n
He said Cadillac will develop new systems to incentivize and support customer satisfaction performance and dealer compensation. New standards for compensation will be built with more precise alignment of local sales and market potential for each dealer, to better ensure efficient investment.<\/p>\n
Growth in dealer profitability will be supported by financial incentives to reward dealer investments into facilities and high achievement in customer satisfaction.<\/p>\n
The company has no plans to reduce the number of U.S. dealers.<\/p>\n
Cadillac dealers often rank at or near the top of influential customer satisfaction surveys, including J.D. Power\u2019s Customer Service Champions designation of the best brands across major industries.<\/p>\n","protected":false},"excerpt":{"rendered":"
WASHINGTON, D.C. \u2013 As part of Cadillac\u2019s overall mission to expand and elevate within the premium automotive sector, the brand today outlined its strategy to upgrade its U.S. dealer network. Speaking at both the Washington, D.C. Auto Show today, and … Continue reading