Dealers often gripe about automakers aiming to control too much of the retail process, with costly facility upgrade requirements, stair-step incentives and digital retailing programs.
But Cadillac's digital showroom, Cadillac Live, counters that frustration. It's a mutually beneficial example of an automaker and dealers working together to improve the car-shopping process.
Richard Gonzalez, general manager at Vera Cadillac near Miami, told me the tool makes his sales associates' jobs easier — and it's free of charge for the dealership. "We use it as a sales tool. We also use it for product knowledge for those higher-funnel customers who aren't ready to make a decision, who are in the research phase," he said. "It's a great tool for them to physically see the vehicle, do a tour, understand some of the features and benefits the vehicle has."