Cadillac's offer of pennies on the dollar to longtime and loyal dealers seems to be a move in the wrong direction.
Many of those dealers have sold and serviced Cadillacs for decades.
Even if they sell only a few vehicles each a month, they are helping provide coast-to-coast customer-service coverage that is unmatched in the luxury field.
What's more, many of those smaller dealers need Cadillac as an anchor for their other General Motors franchises.
Cadillac is getting ready to require dealers to invest quite a bit of capital in their stores. To allow a way out for smaller dealers who don't want to make that commitment, Cadillac is offering them as much as $180,000 to quit.
All this as Cadillac's lineup falls further behind the crossover-rich offerings of its luxury competitors.
In this high-stakes game of luxury, the name of the game is product, product and more product. It would make a lot more sense if Cadillac showed some good faith by concentrating on creating new products before pushing dealers to invest more money on facilities.
Cadillac is continuing to fall behind. It seems more intent on marketing rather than investing in a portfolio of world-class products.
Having more dealers than the other guy may be one advantage that Cadillac has over its competition. Yet it seems eager to give that edge away.
In just a couple of decades, Cadillac has gone from the top of the U.S. luxury sales charts to No. 6.
If he is not careful, brand boss Johan de Nysschen will be delivering a complete luxury-car dealer body to Hyundai for its new Genesis brand.
Cadillac should do everything in its power to embrace its dealers, not cook up more ideas to alienate them. The brand hasn't done a good job of communicating with its dealers since it moved its headquarters to New York.
One might say that these days Cadillac's top executives and marketers are simply living on an island.