As far as luxury car manufacturers are concerned, Cadillac needs a return. Their product portfolio was lagging behind, focused on cars, instead of the popular SUVs that dominate the vehicle landscape.
Cadillac’s product portfolio was delayed by former De Johanys Nyssch boss Infiniti, one of the reasons he was replaced by Cadillac President Steve Carlisle, who was manually chosen by General Motors executives. Carlisle knew the focus should be on SUVs and the presentation of the 2021 Cadillac Escalade, complete with its large set of tools and info entertainment screens. Never before has a screen full of such technology been introduced into a car. It has a wide curve, like a theater screen, and has OLED technology. These screens allow for a variety of customizable screens, including augmented reality navigation and night views. With Cadillac’s Super Cruise automated driving technology, the vehicle should be a dream come true for tech enthusiasts. It will also provide a competitor to the excellent Cadillac Lincoln Navigator.
Ford has done a wonderful job with this SUV. Carlisle said, “We have an arsenal of products and technology in global markets that will set Cadillac even apart and establish a very unique and attractive position for us in global markets. Where are we going? Well, we’re going to attack.” But something Cadillac had in its arsenal that asks you about the brand’s prior knowledge or psychic abilities.
Buying a car can be daunting, and Cadillac understands that. Although COVID-19 stopped production, there are still many vehicles with dealers eager to move them. But it was a shopping experience and it’s still there while the showrooms reopen. With today’s technology, in a “normal” shopping experience, shoppers are often overwhelmed with a wealth of information, and usually start their car shopping trip online, on their own schedule.
Cadillac’s digital showcase, “Cadillac Live,” leverages these technological advancements and provides an experience for buyers from the comfort of any location that best suits them. According to the company, with this immersive luxury shopping experience, “Cadillac Live” offers consumers unique ways to learn more about the Cadillac range of vehicles. “Live” provides access to dynamic vehicle views, and buyers can learn more about them in individual conversations with product specialists on any mobile and desktop device. The miracle of the whole situation is that Cadillac established “Cadillac Live” before the crisis. They now have a unique infrastructure to help them market their product safely.
Under the pilot program, consumers in California, Illinois, New Jersey, New York and Texas will be able to connect with a local dealer to safely test their chosen vehicle and take the next steps towards purchase. Buyers outside of these five states can enjoy all that Cadillac Live has to offer, find a local dealer at Cadillac.com, or visit a storefront. “Luxury consumers are looking for a unified and unique shopping experience, both online and in person. Cadillac Live offers a high level of personal service with time-saving amenities and long hours, reflecting current shopping habits and our customers’ expectations, “said Melissa Grady, Cadillac’s CMO.” Google data show the car many buyers do research online rather than at the dealership, and most buyers think so.
it is important for brands to provide expert advice on their products and services. In addition, 71 percent of customers say they have switched to a competitor’s product after their selection process has been made easier.
Buyers can browse all the details of a Cadillac vehicle with the help of a Live agent, equipped with iPhone X, Osmo Mobile gimbal and Bluetooth headset, offering two-way audio and one-way live video. This means that the buyer can hear and see the agent, while the agent can hear but not see the buyer. Operators also have a digital interface to share color, wheel, and accessory options. Live agent sessions are available on request or can be scheduled for a future date. Buyers can also invite a partner to join a Live session.
With technology, Cadillac has proven that we can bring the showcase to the customer. Why not do a FaceTime or Zoom chat with a customer while they show you the benefits of a product? This is especially true for older customers who would not personally buy from your store or with an immune commitment.