Cadillac Live launched in Canada last year before extending to the United States and has so far proven to be a successful venture for the luxury brand. The service allows potential Cadillac customers to connect with a Cadillac Live agent via a one-way live stream, who can show them the latest Cadillac vehicles and their various features. The agent is located in a studio space designed to look like a true Cadillac showroom and is equipped with a headset and a phone gimbal.
But Cadillac Live isn’t just being used to help inform customers. Speaking to Automotive News Canada, Cadillac Canada national marketing and communications manager James Nava explained how the company is using the service to keep retail salespeople informed of the latest products, as the Cadillac Live showroom receives new vehicles before the real-world showrooms. After noticing this trend, the company sees demand for an online, stream-based training service of some type. Such a service could replace certain product training trips and seminars and would be more convenient and cost-effective for both dealers and their employees.
“In 2020, we’ll likely have a program in place where we can do dealership training,” Nava explained to AN Canada. “In the past, we’ve gone physically to locations, bringing vehicles across the country. This will help us bring training more frequently to dealerships and more cost-effectively for them.”
Cadillac Live is also a good way to show upcoming products to customers. One Cadillac dealership manager that spoke AN said they used the service to showcase the 2020 Cadillac CT4 and its various trims and features to customers during a recent VIP event, as they had yet to actually receive any examples of the compact sedan.
While GM has discovered multiple uses for Cadillac Live, the service is still serving its intended purpose, which is to try to get people doing online research on Cadillac vehicles to actually go into the dealership, talk to a salesperson and go for a test drive. Cadillac Canada says about 18.7 percent of people who booked an appointment over Cadillac Live went on to book a test drive at a dealership. About eight percent of those test drives resulted in a vehicle purchase, as well, so it seems the service is beginning to pay off despite sitll being in its early stages.
Cadillac fans in Canada and the United States can access Cadillac Live from 9 a.m. to 1 a.m. EST Monday through Thursday, from 9 a.m. to 9 p.m. on Fridays and from 11 a.m. to 7 p.m. on Saturdays and Sundays.
This article was written in collaboration with our sister site, Cadillac Society.
Source: Automotive News Canada