By on November 23, 2016

2017 Cadillac XT5 luxury crossover

Cadillac has delayed the launch of its dealer incentive program for another three months. Brand president Johan de Nysschen says the delay is all about giving dealers more time to understand the program and has nothing to do with its potential illegality or the extensive dealer backlash against it.

“Pinnacle’s going to be around for the long term, so there’s no need to rush it into execution,” de Nysschen told Automotive News. “Adding another three months certainly will not hurt.”

Cadillac had originally planned to implement the project in October, but held off after negative feedback from dealer networks and precious few buyout takers. That makes this the second extended detainment since the program’s June unveiling.

De Nysschen spun the new delay as a positive by suggesting that it gave dealerships where Cadillac has to share showroom space with other GM brands a chance to design a more exclusive customer experience.

The automaker informed dealers that Project Pinnacle will now begin in April instead of January last night, one day after its smallest retailers were, again, forced to decide whether or not to accept a buyout. Fewer than twenty of the four hundred eligible stores opted to take the deal — frequently claiming that offers, which averaged $120,000, were far too low to make it worthwhile.

“The vast majority of people have Chevy, Buick and GMC tied in with that Cadillac store,” explained Will Churchill, chairman of the Cadillac dealer council. “When you see the amount of money that was put out there, it’s like a rounding error if you’ve got a Chevy store. So I think people are deciding they’ll take a roll of the dice.”

[Image: General Motors]

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11 Comments on “Cadillac Delays Project Pinnacle Rollout… Again...”

  • avatar

    Did he mean to say that there is no need to rush to it’s execution?

  • avatar

    Cue The Deadweight

    • 0 avatar

      For DeadWeight, do we have to engage in some sort of summoning ritual? I think that’s why we didn’t see him for a while. We weren’t following the correct ritual. :^)

  • avatar

    Not sure the dealer showroom is as big a issues as Caddy makes it out to be, are the stand alone dealers raking in sales ? And welcome back Deadweight. I assume you were on hiatus helping Caddy design this program.

  • avatar

    “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”


  • avatar
    SCE to AUX

    If Tier 5 Cadillac dealers have no inventory, then I’d shop at a Tier 4 dealer to get the best deal on the car.

  • avatar

    “Fewer than twenty of the four hundred eligible stores opted to take the deal — frequently claiming that offers, which averaged $120,000, were far too low to make it worthwhile.”

    Which is what I argued, however can I meet the folks who took $120K for what costs probably a close to a million (new franchise fee)?

    Small dealers unite in a class action suit, its your only hope.

  • avatar

    Don’t expect too much from me on Cadillac or GM, anymore.

    There’s not much unspent ammo on either of those worthy targets left.

    Cadillac is really Escapade + CT5, and even neither one of those is that good in terms of performance, packaging, reliability or luxury (honestly, the SRX was just as good as the CT5 is, so no progress there) as many competitors (the Escalade doesn’t ride plush an the CT5 doesn’t offer anymore luxury than some crossovers significantly less expensive).

    By the way, I had a Bark M special rental Chevrolet Impala recently in Las Vegas and couldn’t tolerate it, especially with the idiotic stop-start feature, and exchanged it for a Mercedes C Class (straight up; Sixt Rental treats me very well) after 1/2 a day.

    Cheap plastics, a mushy suspension, awful gauges, and the worst velour-like cloth seats literally made the “new” Impala feel like a pre-Bankrupt GM bad dream.

    Stepping into the C Class upon the exchange was like going from a depressing, gloomy, playskool like place (if larger) into the true modern era.

    I never saw a company so full of fail like General Motors, no matter how much empty rhetoric (Mary Buggin’ Barra) or taxpayer dollar subsidies are expended on trying to save such a basket case.

    Don’t even get me started on the rental 6 cylinder Camaro I had in San Diego 5 weeks prior.

    General Motors is like that sad Charlie Brown Christmas Tree.

    • 0 avatar

      “Cheap plastics, a MUSHY SUSPENSION, awful gauges, and the worst velour-like cloth seats”


      The quintessential TTAC’er provides the quintessential example of the reverse-barometer value this site has for me.

      If only the Impy’s roof weren’t so gotdamn low.

  • avatar

    >>Cheap plastics, a mushy suspension, awful gauges, and the worst velour-like cloth seats literally made the “new” Impala feel like a pre-Bankrupt GM bad dream.<<

    The "new" Impala is a flop – they just won't admit it. Will they ever break out sales v the old fleet only model? Oh, and the styling hasn’t worn well.

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