Cadillac Unveils New Luxury Design for Dealerships

New look part of brand's effort to improve customer service


DETROIT, June 9, 2011 /PRNewswire/ -- Cadillac is rolling out a new, modern design for its dealerships as part of the brand's "Defining Moments" customer service initiative.

Designed by Gensler architects and Cadillac designers, the new showroom layout features open, well-lit displays allowing customers to interact with the cars and dealership staff, and relax in a customer lounge with a coffee bar with custom-designed art and designer furniture. The design includes contemporary architecture and premium materials, such as English Oak, matte porcelain tile and brushed stainless steel accents.

In select markets, the redesigned dealerships will be stand-alone Cadillac dealers. Multi-brand dealerships will feature dedicated covered service drives.

"The new facility design and furnishings provide a great stage for our exciting new automobiles," said Kurt McNeil, vice president of Cadillac Sales and Service, "but our main goal is to create a highly positive first impression that creates that defining moment in our customers' minds that we will exceed their expectations before, during and after the sale."

Suburban Cadillac of Ann Arbor is the first Cadillac dealer to complete the facility makeover. More than 200 Cadillac dealers across the United States have committed to completing a similar image upgrade within the next two years.

The new facility image is part of a concerted effort by Cadillac and its dealers to make Cadillac the top luxury brand in customer service. For the second straight year, Cadillac and its dealers are partnering with luxury hotelier Ritz-Carlton on a series of customer-service training programs for sales and service personnel.

The new showroom gives Suburban Cadillac an advantage over the competing luxury dealers in the area, said Mike Mosser, Suburban Cadillac general manager.

"If you want to compete in the luxury market, you have to create the right environment for customers," Mosser said. "The new showroom greets potential buyers with a look and feel that puts us at the top of class in the luxury market."

Some details for the new showroom include:

  • Limestone tile and aluminum storefront glazing
  • Photography highlighting elements in Cadillac's Art & Science design philosophy
  • Stainless steel and brushed aluminum finishes
  • Precise, theatrical lighting to highlight the vehicles
  • English Oak walls, matte porcelain tile floors
  • Rich, ultra-dark textured leather chairs and Knoll Barcelona® lounge chairs
  • Polished chrome tables and lamps

The new showroom comes as Cadillac strengthens its position in the luxury market. Cadillac launched a dramatically redesigned SRX crossover for the 2010 model year that now ranks second in its segment.

Cadillac also added the CTS Sport Wagon for the 2010 model year and the CTS Coupe for the 2011 model year. In the past year, the expanded CTS family has earned awards from Car and Driver, Popular Mechanics, Automobile magazine, MotorWeek, Esquire, MSN Autos and Motor Authority.

For the 2012 model year, the CTS and SRX both receive upgraded 3.6L V6 engines that increase power while maintaining the same fuel economy of their smaller-displacement predecessors. The CTS also receives a new, bolder front grille design, touring packages, standard Bluetooth phone integration on all models and blind-zone detection on the CTS Coupe.

The SRX also receives standard built-in Bluetooth phone connectivity on all models, a heated steering wheel on the luxury, performance and premium trim levels, in addition to 20-inch machined-face finish wheels, which are standard on the performance and premium trim levels. The SRX will also be FlexFuel capable.

"The dealer image is another piece in the effort to make Cadillac the new standard of the luxury market," McNeil said. "Combined with our new line-up and heightened focus on customer service, we're confident it will help make Cadillac a compelling choice for luxury buyers."

About Cadillac

Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at

SOURCE General Motors

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