NEW ORLEANS -- Cadillac is modifying portions of the dealer-incentive program that starts in April to let retailers receive payments sooner and earn partial bonuses even if they fall as much as 15 percent short of monthly sales targets.
The brand also is relaxing some of the standards it plans to make dealers meet and creating an appeals process for those ruled to be out of compliance. The standards are being made “more realistic inside the business atmosphere that we’re in,” said Will Churchill, chairman of the Cadillac National Dealer Council.
Executives informed dealers of the changes at the brand’s make meeting Saturday morning, about 18 hours after it rolled them out to Churchill and other council members.
“We want to make the program work,” said Cadillac President Johan de Nysschen. “The program succeeds when we put money into the pockets of our dealers. It fails if we don’t.”
Churchill said the program, known as Project Pinnacle, might see additional tweaks before it takes effect April 1. Until all aspects are finalized, the council is holding off on giving the program its full endorsement.
“Our goal is to 100 percent be able to support it,” Churchill said. “When it’s finished, we’ll be able to look at it and then we can say, ‘Yes, we’re 100 percent supportive, or we’re not.’”