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Cadillac Brings Virtual Reality and Holograms Into Discussion on Dealer Network Development

Not even a week passed since Audi announced they will use virtual technology in their dealerships and now Cadillac is already considering getting similar improvements in their shops. The announcement was done by Cadillac President Johan de Nysschen, while he was speaking at both the Washington, D.C. Auto Show today, and this weekend’s annual National Auto Dealers Association.
Cadillac President Johan de Nysschen introduces the 2016 Cadillac CTS-V 1 photo
Photo: Cadillac
The American luxury carmaker, whose current U.S. network consists of more than 900 stores, is  going through a process of modernization. Cadillac’s U.S. retail chain today features a core of approximately 200 flagship, stand-alone dealerships. Its concept going forward is that core 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.

Our recently announced $12 billion investment in product must be accompanied by corresponding upgrades to the customer experience,” de Nysschen said. “For all dealers, including multi-brand outlets, we should strive to create a premium showroom atmosphere and the sophisticated brand experience that luxury consumers expect.”

According to Cadillac’s president, the plan is to bring emerging technologies in the showroom experience. “Virtual Showroom” systems could enable shoppers to quickly configure and envision multiple models, color and interior choices using interactive digital displays, or even holograms. Moreover, the American carmaker will develop new systems to incentivize and support customer satisfaction performance and dealer compensation.

Growth in dealer profitability will be supported by financial incentives to reward dealer investments into facilities and high achievement in customer satisfaction”, Cadillac explained today.
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