In March, Cadillac launched Cadillac Live, a hybrid video service where potential customers can learn about the latest Cadillac products and their features without needing to visit a dealership. Only available in Canada, the new service doesn’t follow banker hours: it’s available through Cadillac.ca Sunday thru Thursday from 6 p.m. to 2 a.m. EST, and is designed to cater to customers while at home, in the gym, or anywhere in between. This allows customers to take their time when researching the latest Cadillac vehicles.
The service works by connecting customers with “live agents” who use an iPhone X, Osmo Mobile gimbal, and Bluetooth headset, according to Automotive News Canada. Cadillac Live provides two-way audio and one-way live video, so the shopper can see the agent and the vehicle without the agent seeing the shopper. In other words, you can shop in your pajamas without worry about your appearance. Agents have access to an app interface capable of showing potential customers any color, wheel design, or other option.
Cadillac Live is not intended to replace Cadillac dealerships. Instead, it’s a complimentary service that is focused on the product, with an aim to answer customer questions, said Hoss Hassani, managing director of Cadillac Canada.
Hassani said that Cadillac Live fields questions about specific customer needs, like if there’s a particular Cadillac model that has sufficient cargo space to fit hockey equipment. And since Cadillac Live is not a dealership, it allows customers to learn about Cadillac’s vehicle portfolio without any potential sales pressure. That said, the service does help generate potential sales leads for Canadian Cadillac dealerships.
To bring the service to life, General Motors Canada turned a 10,000-square-foot film studio in Toronto into a digital showroom, and Hassani says that the service could receive a global rollout without ever leaving the facility. The city is home to Japanese, Arabic, and Spanish speakers who could become live agents for the online service, demonstrating the latest Cadillac vehicles to a worldwide audience.
The beauty of such a service is that Cadillac can simply expand its Toronto-based Cadillac Live team if it feels the need to make the service available in other languages, such as Russian.
Source: Automotive News Canada