Cadillac dealers could play a major role in its expansion, Cadillac executives say. De Nysschen said the brand is in discussions with a working group of dealers to examine details of the program such as who owns the vehicles, costs and revenue sharing.
"As we move from the piloting and beta-testing phase of Book to commercial execution, our desire is certainly to leverage our dealer organization to have the widest reach," de Nysschen said. "The dealers have a lot to bring to the table," including space, vehicle fleet, service and maintenance.
Cadillac also recently launched its first virtual reality system at a dealership in the wealthy New York suburb of Greenwich, Conn., and debuted a national TV campaign for its semiautonomous Super Cruise system for the CT6, which the brand plans to stock in dealer courtesy fleets nationwide.
The initiatives are part of the brand's "Dare Greatly" campaign aimed at getting nontraditional customers into Cadillacs. The Super Cruise ads, for instance, call it "the world's first true hands-free driving system for the freeway," staking a claim to technology leadership that consumers might associate more with brands such as Tesla or Mercedes-Benz.
Ellinghaus launched the ad campaign, which will begin airing again as the technology launches in the fall, during the MTV Video Music Awards, because it's the brand's youngest audience of the year.
"There's no denying that the MTV audience is the one that will probably appreciate such technologies quicker than others," he said.