Following tweaks to Project Pinnacle for 2018, dealerships are beginning to embrace the dealer overhaul program, first announced in 2016 by Cadillac President Johan de Nysschen.
“I think it’s settled in, and I think it’s becoming a way of business now,” Will Churchill, dealer principal at Frank Kent Cadillac in Fort Worth, Texas, said.
He said dealers have stopped fighting the program and have begun to figure out how Project Pinnacle works best for them. However, the changes for 2018 eased many qualms dealers had. The smallest Cadillac dealerships are not required to include virtual reality showrooms and can keep physical inventory on hand; dealers do not have to provide 24-hour roadside assistance and do not have to work with brand reputation consultants.
Other areas the 2018 requirements tweaked were customer satisfaction indexes and retail sales objectives.
Although dealers are growing accustomed to the structure, 2018 will likely be another tough year. The 2019 Cadillac XT4 won’t roll out until late this year, which means the greater majority of 2018 will see an identical Cadillac lineup at dealerships. It’s especially difficult for some dealers as consumers move to more crossovers and away from sedans.