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Cadillac aims for more personal service

Cadillac wants to distinguish itself from its German premium rivals by recruiting dealers who will deliver a one-to-one service.

While the brand's volumes will remain low in the UK - 500 registrations are forecast this year, and 5,000 within five years - it wants to exploit that opportunity to build a solid relationship with its customers.

It has just begun offering chauffeured SRX cars as mobile boardrooms for businesspeople. Two cars are available for free loan around the M25 area, and if the trial is successful it could be rolled out.

The GM brand hopes to target “the right people – high-flying managers and business people with very little time on their hands”, who might consider purchasing a Cadillac by getting them into the car to try it.

The chauffeured vehicles are driven wherever passengers wish – back to the office, or on to another meeting elsewhere.

"We can deliver a much more personalised experience for the customer than BMW or Audi can, simply because they are so big in volume terms now," said a spokesman.

"But you need great retailers - retailers who are really tuned in to customer service and individuality, used to dealing on a one-to-one basis and used to, frankly, dealing with 20 customers a week rather than 200."

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