By on January 23, 2015

Cadillac Model Dealership Interior

Want to go boutiquing for your next Cadillac? Brand CEO Johan de Nysschen has plans to make that a reality.

At present, Cadillac has over 900 dealerships in the United States, 200 of which are flagships. De Nysschen’s plan would be to complement the flagship dealers with 700 smaller boutiques that would feature “exclusive Cadillac consumer touch points, highly trained sales and service staff and luxury amenities.”

Additionally, showroom visitors would be able to pick their new CT or XT from a virtual display, including the possibility for holograms a la Tupac and Liberace to help see what the real thing would look like in a given configuration.

De Nysschen says that all dealerships present and future, as well as those who sell Volts, Regals and Yukon XLs alongside ELRs, “should strive to create a premium showroom atmosphere and the sophisticated brand experience that luxury consumers expect.” There are no plans to reduce the number of current dealerships.

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78 Comments on “Cadillac Gaining 700 Boutiques To Augment Flagship Stores...”


  • avatar
    JD321

    Perhaps Cadillac are just stupid looking and expensive….
    But, OK then. MBA Twits are repulsive liabilities but fun to watch.

    • 0 avatar
      bomberpete

      Nice that they’re catching up to Lexus standards….from 1990! Of course that assumes a GM exec committee doesn’t deep-six this plan when the dealers scream after NADA.

    • 0 avatar
      DeadWeight

      Presenting just another Lexus V8 powered large, luxurious, finely crafted, reliable, DURABLE sedan (LS400) with….

      …over 900,000 miles on the original motor, still running strong:

      http://jackbaruth.com/?p=2469

      Is anyone even phased in the slightest by this?

      Cadillac builds cheap, disposable, Pontiac-grade crap (the $70,000 XTS is a twin to the Chevrolet Impala proving that (a) Cadillac has no self-respect nor limits to its shame and (b) there is nothing that has been fundamentally altered in GM’s corporate DNA since its pre-packaged bankruptcy.

      When GM can build a NEW vehicle 1/4 as good as a now 15 year old, 900,000 mile odometer’d Lexus LS400, maybe the Cadillac brand can be/is worth being salvaged.

      Johan & Melody Lee can shove all the “botiquing” & “touchpoints” up their rectums.

  • avatar
    Lie2me

    Will these Cadillac boutiques smell good? Eau d’Cadillac sachets should be a must or I call bull sh!t on the whole concept

    • 0 avatar
      DeadWeight

      Update: These cars SUCK & Cadillac is now desperate to move both the CTS with $17,500.00 off MSRP, and the equally, if not more sh!tty ATS with $14,000.00 off MSRP!

      http://www.carscoops.com/2015/02/cadillac-has-hard-time-selling-ats-and.html

      This vindicates my position all along that:

      1) All three motors in these SUCK

      2) These ride like sh!t (there’s a non-refined, harsh, non-premium ride with no reward – very un-Cadillac and far less comfortable than 3 Series BMW, Mercedes C Class or Audi A4)

      3) Back seat room and trunk space blows

      4) Gauge cluster sucks

      5) Build quality & reliability sucks

      6) Overpriced

      7) Hideous exterior

  • avatar

    Cadillac just doesn’t have the balls to build better cars than the Germans.
    Or at least a car that takes all interest away from the Germans.
    They need me on their design team more than they’ll ever know.

    • 0 avatar
      Lie2me

      Do you think you would get along with Johan de Nysschen and Melody Lee?

    • 0 avatar
      thornmark

      GM should can this illusory marketing crap and let Opel have the money to hire more engineers to design better Cadillacs and Buicks.

      If not we’ll be seeing the Cadillac label spray deodorant, along w/ their slow-selling cars at Overstock.com.

      • 0 avatar
        CoreyDL

        Well since Melody has already said they don’t want to be a car brand, but a lifestyle brand – having a Cadillac Store seems the first step. Today a CTS hologram; tomorrow a clothes rack.

    • 0 avatar
      Luke42

      @BTSR,

      Reading between the lines and parsing out the marketing/MBA speak, the folks over at Cadillac believe that their cars ARE better than the Germans, but that they just haven’t convinced all y’all of that yet.

      I’m not qualified to evaluate whether that is true or not, since this is not my segment. For all I know, they might be right – or, more likely, it’s only true in PowerPoint on the dimensions that Cadillac’s brand manager thinks are important…

      But this whole thing makes for an interesting business school case study question, so I’m interested to watch. What do you do if you believe your product is better on an objective basis, but you’re selling to an image-concious segment where branding is almost everything? That is a very interesting business question, and their actions so far are right out of the MBA playbook. I get to sit back and see how well it works over the next couple of years. :-)

      • 0 avatar
        nickoo

        You DROP the price and target sophisticated value seekers! Caddy thinks they can charge MB money at Pontiac quality. Hyundai Genesis, Chrysler 300, and KIA k900 are all better luxury cars than Cadillac and priced appropriately to generate interest.

        • 0 avatar
          bomberpete

          Very true.

          For brands as damaged as Cadillac (and Lincoln), humility by pricing vehicles amongst the Hyundai/Kia/Chrysler crowd is necessary to keep the factories humming and dealers in business.

          Everything else is just marketing idiocy.

  • avatar
    kovakp

    So, more chairs, tables and ambience , fewer icky cars?

    I think Lincoln showrooms beat them to it.

    • 0 avatar
      Lie2me

      “Lincoln showrooms”

      Lol, a shear curtain and brass chandelier in the corner of your local Ford dealer. Cadillac showrooms will be more like those fussy little restaurants in the nitzy part of town that put little dabs of food on giant plates that always leave you wanting more… of something else

      • 0 avatar
        kovakp

        The last Lincoln nook I saw had faux Grecian columns framing the curtains and glitz. Needed dusting.

        • 0 avatar
          Lie2me

          “Needed dusting.”

          So did the MKS sitting in the middle of all that elegance

          • 0 avatar
            CoreyDL

            We have an individual Lincoln dealer here in Cincinnati. It occupies the space of the former JLR showroom, which moved to a BIG new facility they built for themselves a year or two ago.

            https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=motgomery%20lincoln

            Google will show you the interior. Clearly not a luxury experience.

          • 0 avatar
            Lie2me

            At least it’s clean and Lincolns get the whole room

      • 0 avatar
        bomberpete

        There are plenty of those restaurants in NYC’s Soho. They’re perfect for helping the Melody Lees of the world stay in shape.

    • 0 avatar
      DeadWeight

      I seriously suggest Cadillac & Lincoln merge into the new, Johan “You Come At Me, Brah!” de Nysschen led “aspirational” brand, Lincillac.

      Their models will be the Lincillac A1, A2, A3, B4, B5, B6, C7, C8, C9, D10, D11, &D12, their boutique dealerships will feature Scandinavian inspired (made in China) furniture, Andy Warhol lithographs, be “perfumed” with regular infusions of lavender & cinnamon from ceiling mounted jet heads, have Starbucks right inside the dealership, and each new vehicle lease or purchase will come with a “lifestyle package” of Yoga lessons, $500 gift certificate for Lululemon branded apparel, a $300 gift card for Jimmy Choo, an Apple iPad mini, and a Costco sized tin of those shortbread cookies from Denmark.

  • avatar
    mcs

    Will they have a Cadillac genius bar?

  • avatar
    an innocent man

    Does DeeDub know about this?

  • avatar
    John R

    The trick in pandering to the conceited is making it seem effortless. This smacks of too much effort.

    The traditional Cadillac buyer will be bemused, if not offended and those that Nysschen and crew hope to conquest will see through this for what it is.

    This may not end well.

  • avatar
    Pch101

    Having a decent showroom is Luxury Car 101.

    And having some consistency from store to store is Marketing 101, so this doesn’t sound particularly radical or anything to be excited about.

    Admittedly, I haven’t been to a Cadillac dealer in quite some time. What do they look like now?

    • 0 avatar
      Lie2me

      “I haven’t been to a Cadillac dealer in quite some time. What do they look like now?”

      This is the Cadillac dealer three blocks from my house…

      http://assets.cobaltnitra.com/teams/repository/export/v/1/db8/d93f8390310058d9600146edef087/db8d93f8390310058d9600146edef087.jpg

      … so, I guess they look like Chevy dealers

    • 0 avatar
      Felix Hoenikker

      The local Cadillac dealer here is also a Chevy dealer. Both brands share the same showroom. The ambience is definitely more Chevy than Cadillac.

      • 0 avatar
        heavy handle

        Same here. At least this new guy realizes that dealer experience is an issue. GM had the same problem with Saab when they were trying to sell them out of Saturn franchises in Canada. Not very impressive when you are cross-shopping Audi, BMW, Volvo, etc.

    • 0 avatar
      Pch101

      So perhaps the real story here is that the Cadillac dealers are lagging and need to play catch up.

      I wonder what dealers are going to be expected to do. Doing what is being asked of them may not be cheap; perhaps major surgery will be required in more than a few cases.

    • 0 avatar
      FreedMike

      I think it depends on the dealer. The one nearest me was renovated about a year ago and is certainly up to snuff for a luxury car outlet.

      We have a couple of truly palatial dealers for Lexus and BMW here in Denver, though…and others that are pretty much adequate.

    • 0 avatar
      CoreyDL

      OMG they redid our Caddy dealer finally! No more brown tiles and 70s brass chandeliers. This was done within the last year or so.

      http://www.architectsplus.com/images/gallery/CC%204.jpg

    • 0 avatar
      MBella

      Fixing the dealers’ showrooms is one thing. These “boutiques” that will likely grace the ritzy malls right next to apple stores. They’re trying to atract the same type of customer.

  • avatar
    Jerome10

    Done right this could work. I personally know of 2 people, in different cities, that preferred a BMW or Mercedes for the car itself, but bought a Lexus because the sales and dealer experience was notably better.

    Saturn here too I think had a thing.

    Of course this doesn’t mean you don’t also have to do your work on the cars as well. This plan can only compliment the vehicles, not replace them.

    All bets off if it turns into a designer boutique type deal. I’m talking only a luxurious dealership with the absolute highest in service. Not like how I feel walking into Nieman Marcus or LV.

    • 0 avatar
      Luke42

      “This plan can only compliment the vehicles, not replace them.”

      +10

      Someone please tell the marketers. Especially the ones who became tech CEOs who ran the company aground by neglecting the engineering side of the business. Balmer and Fiorina, this means you!

      Marketing is a leg on which a successful product stands, but it’s a lousy three legged stool without engineering and a competent+adaptable organization behind it.

    • 0 avatar
      MBella

      The main part of the Lexus experience is avoiding going to the dealership altogether. Their showrooms also are pretty dated, but that doesn’t seem to affect them too negatively.

    • 0 avatar
      VolandoBajo

      The new boutique Cadillac: it will give you Miracle Miles of experience with its new Rodeo Drive transmission.

  • avatar
    Fred

    Mr De Nysschen is right about one thing, going to the dealer should be a pleasant experience.

  • avatar
    beefmalone

    Brought to you by the same idiot who thought it’d be a terrific idea to name all Infinitis with a Q

  • avatar
    dal20402

    I don’t know what a “boutique” looks like but there is no question the Cadillac dealer experience is holding the brand back.

    I think de Nysschen knows perfectly well that the real solution would be to keep the flagship stores and ditch all the Bob’s Chevy Trucks ‘n Guns ‘n DeVilles For Old Guys franchises, but anti-competitive and anti-capitalist franchise laws make that exceedingly difficult.

    • 0 avatar
      CoreyDL

      Boutique would generally imply a very small showroom, with limited samples and a high-end customer experience. It would not have a service department, or any used vehicles, or in fact a car lot.

      So don’t bring that sh!t back here when you need it repaired, we don’t do that here.

      Yeah it’ll work great.

    • 0 avatar
      VolandoBajo

      Not really…just force the dealers to have to make major investments in their showrooms, in order to keep their marketing arrangement.

      IIRC, Chrysler did something like that, only they didn’t force the bottom end out, just made certain dealers “preferred”. But that idea may be what is really behind both Lincoln showrooms with Grecian columns and boutique Cadillac dealerships.

      Bubba’s Chevy Trucks n Guns n Trailers and DeVilles for Old Guys will probably drop out of the running, or if they don’t, surely they will be destined to lose out in the race for new boutique customers.

  • avatar
    nickoo

    OK, fixing the dealership experience is a good first step, however, have a real version of every model, not some hologram replacement, even if its just one each.

    Now fix the damn product. Art and science went from edgy to toned down and is now stale and boring. The 04 sts was the last stately Cadillac and caddy could learn a thing from that as well as the 96 Fleetwood. Pontiacs and Chevys masquerading as Caddys isn’t fooling anyone.

  • avatar
    Steve Lynch

    Unless Cadillac pays for the majority of the costs, or their sales do a sudden 180, most of their dealers will refuse to play along with this scheme.

  • avatar
    28-Cars-Later

    The Zohan has spoken!

    So you want to add on a boutique like some Lexus dealer have had for years?

    “The waiting areas in service departments are replete with amenities, ranging from refreshment bars to indoor putting greens.[209][210] Dealerships typically offer complimentary loaner cars or “courtesy cars” and free car washes,[210] and some have added on-site cafes and designer boutiques.[211][212]”

    http://en.wikipedia.org/wiki/Lexus

    Already done years ago but ok sure whatever but JdZ, riddle me this: why do still you have over 900 dealers?

    According to NADA, Honda has 1,042 dealers (presumably in the US) against 1,359,876 unit sales in 2013. Lexus, a Cadillac competitor, has 233 against 273,847 unit in sales in 2013. Cadillac has *933* dealers against 182,659 unit sales in 2013.

    Honda | 1,359,876/1042 = 1305 per dealer
    Lexus | 273,847/233 = 1175 per dealer
    Cadillac | 182,659/933 = 196 per dealer

    Why do you still have 933 dealers Zohan, and why do boutiques matter?

    Oh right, deck chairs on the Titanic.

    http://www.nada.org/Advocacy+Outreach/IndustryRelations/Yearbooks/NADA+Yearbook/honda.htm

    http://www.nada.org/Advocacy+Outreach/IndustryRelations/Yearbooks/NADA+Yearbook/gm.htm

    http://www.nada.org/Advocacy+Outreach/IndustryRelations/Yearbooks/NADA+Yearbook/lexus.htm

    • 0 avatar
      sunridge place

      As if Johan has a damn thing to do with the Cadillac dealer footprint today given his start date on August 1 of last year.

      Come on. I think you are smarter than that? Given that your advice to Cadillac in the past has been to go back to building large oversized sedans as their ‘comeback approach’ I can’t be so sure.

      About 80% of luxury sales/leases happen in the top 20% of the markets in the U.S..

      Lexus had a fresh start around 1990 and built their dealer network around more modern facts.They didn’t have the legacy stuff to deal with. Not saying it was done correctly over the years by GM and Cadillac but here we are in 2015.

      Pretty sure he is talking about using the larger network of dealerships (that he inherited and can’t just eliminate overnight easily) as an advantage where it is possible.

      Making lemons out of lemonade.

      I’ll use an example I saw a year or so ago. I was in Stillwater Oklahoma. Noticed a Chevy dealer with a Cadillac franchise as well. Nearest BMW dealer is 40 miles away. There are rich people in Stillwater. Cadillac should dominate that market…they probably do on Escalades for some younger wealthy people and XTS’s for old people and not trying to get into a product argument.

      I think Johan’s point isto bring some of those shared brand stores up to speed in a simpler way than building a new showroom where volumes don’t support it.

      • 0 avatar
        28-Cars-Later

        Here’s their approach, our dealer network is nearly the size of Honda’s so we need volume models. So they spin up some volume models, some Xeroxed some not, but then they go and put Mercedes/Jaguar/BMW pricing on them. If somehow the models were very well made or Cadillac were in any way prestigious, this might work; but neither is true. Mercedes/BMW etc despite prestige do not sell in great volumes in the US, not the sort which require nearly 1,000 dealers. Sales figures of both Mercedes and BMW are roughly 1/3rd of Honda’s and nearly 1/6 of Chevrolet’s. So how can a true “luxury” brand be sold in a volume sales channel more akin to Honda? It can’t, and it doesn’t. This is a legacy problem due to GM’s lost footprint I agree, so why doesn’t the Cadillac president do anything about it? He chooses inaction, we’ll open boutiques.

        Mercedes: 361/343,614
        BMW: 338/309,280
        Jaguar: 166/16,952

        Chevrolet: 3,035/1,955,131

        “Given that your advice to Cadillac in the past has been to go back to building large oversized sedans as their ‘comeback approach’”

        You oversimplify. Gut 1/3 to 2/3rd of dealers. Gut Cadillac management. Merge disto/sales channel with Buick. Abandon Audi naming approach. Scrap ELR and ATS as the failures they are, spin up ATS sized CUV and only sell this as your entry level. Offer what is now CTS in a SWB and LWB variant and spin up a station wagon, err “CUV”, version of it. Introduce real Cadillac model on top in both sedan and coupe/conv options. Offer a standard V6 with V8 options on most models where possible, not turbocharged failure. Abandon the idea of volume, seek exclusivity in low volume/high price/high content and materials approach – so in other words no lease only junk.

  • avatar

    they don’t understand how to sell cars. at GM the results don’t change, only the excuses. each new revolving door entrant has grandiose plans and promises they bring, then stumble back out the door.

    • 0 avatar
      bomberpete

      Oh right, you again…..groan

    • 0 avatar
      sunridge place

      Why is Buick doing so well in the last couple years in the USA? I’m pretty sure it is not because of your efforts in Flint?

      • 0 avatar
        bomberpete

        +1!

        Buickman has been playing this same skipping CD for a long time. I don’t defend GM, but grousing that they reject “Plan for Greatness” is simply tiresome. This isn’t 1979 anymore.

        • 0 avatar
          nickoo

          Too bad for Buick its not 1979 because they sold about 800,000 Buicks or more from 1977 through about 1988! Modern Buick usa is a disgrace and a failure and has been since 2005. Just kill it already.

      • 0 avatar
        nickoo

        What the hell are you talking about? Buick hasn’t had a good sales year since they killed the lesabre in 2005.look at their numbers from about 1980 through today at the very least to get an idea of why modern Buick is a failure.

        • 0 avatar
          sunridge place

          Yes..because Buick was awesome as GM crashed into bankruptcy.

          I’m talking about now….not back in the day. Learn the difference or just set up a museum for Buick like Buickman.

          Talk to a BGC dealer.

          • 0 avatar
            nickoo

            The difference is that Buick (non China) sales best year was in 1985 with 915,336 sales. Buick is a failure and is part of the old gm legacy thinking, there’s no reason for Buick USA to exist. It is cringe worthy when Buick dogs their cars as unrecognizable in advertising campaigns because its truth.

          • 0 avatar
            Lie2me

            Just no. I can’t let you get away with putting misinformation out like this.

            Last year Buick sold 1,032,056 it’s best in brand’s 110-year history

            The previous record was 1,003,345 sold in 1984.

            Who cares where they sold them both figures are for total global sales

            http://www.autoblog.com/2014/01/08/buick-best-sales-year-ever/

          • 0 avatar
            nickoo

            Lie to me, get away with what? I was responding to what sun ridge wrote above…specifically about Buick USA. Buick USA and Buick China are two completely separate product divisions that just happen to have the same name. Unless 10 million Chinese move to the us and start buying US market Buicks there’s no reason to defend Buick USA. Its a failure, and has been since 2005.


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