Cadillac dealerships are finally beginning to get behind brand president Johan de Nysschen’s dealer restructuring program, titled Project Pinnacle.
After commotion and uprising, Cadillac allotted several months to delay the rollout of the program. This has given dealers a chance to get their ducks in a row before taking on sweeping changes. Automotive News spoke to Will Churchill, chairman of the Cadillac National Dealer Council, to get a true read of how dealers are feeling, especially with no new product coming this year.
And dealers are feeling the same way as Cadillac CMO Uwe Ellinghaus: 2017 is a time for marketing and brand awareness. Churchill stated dealers are craving greater awareness for the 2017 Cadillac XT5 and 2017 Cadillac CT6. After a marginal 2016, dealers hope 2017 brings greater traffic after a full understanding of how Project Pinnacle will benefit them with its multi-tier approach.
And finding ways to maximize Project Pinnacle’s benefits will be key for 2017. Churchill reiterated the need for new product, specifically a compact luxury crossover and large crossover, to help draw in more dealership traffic. Thankfully, both of those vehicles are coming in time.
At the end of the day, Cadillac dealers see positives on the horizon and look forward to a full year of CT6 and XT5 sales. But the message is clear: new products are necessary.