General Motors will launch Cadillac Financial, a new Cadillac-centric financing brand under GM’s broader GM Financial captive finance arm.
Per a recent report from Automotive News, which cites an internal GM memo from GM Financial president of North America Operations Kyle Birch, Cadillac Financial will offer a broad range of services, including a concierge, a new website, and Cadillac-branded customer experience teams.
Chunking out the Cadillac brand from GM Financial will help to create a more customized experience for customers, setting The General’s luxury brand apart from the rest of the lineup. In addition, Cadillac Financial will serve to smooth Cadillac’s transition to an all-electric brand.
For the moment, there is really no difference between the financing experience for Cadillac customers as compared to Chevy, GMC, or Buick customers. For a brand that seeks to standout for its premium offerings, the personalized customer experience offered by Cadillac Financial could provide a definitive advantage.
As Automotive News points out, the majority of automakers already chunk out their respective luxury brands with unique captive finance arm branding. For example, Lexus Financial Services falls under the broader Toyota Financial Services umbrella, while Lincoln Financial Services falls under the Ford Motor Credit umbrella.
Now, Cadillac is moving towards an all-electric future, spearheading General Motors’ pivot towards EVs and offering the automaker’s latest technology and features. As one example of this latter point, Cadillac was the first GM brand to offer automaker’s Super Cruise technology, a semi-autonomous driver assist system that was initially available on the 2018 Cadillac CT6, and later on the 2021 Cadillac CT5 and 2021 Cadillac CT4 luxury sedans, as well as the 2021 Cadillac Escalade luxury SUV.
Looking ahead, the GM Super Cruise system will be available on 22 vehicles by 2023, including non-Cadillac models like the all-new Chevy Bolt EUV, the fully refreshed 2022 Chevy Silverado 1500 and 2022 GMC Sierra 1500, and the GMC Hummer EV. What’s more, the more-advanced form of the Super Cruise system, dubbed Ultra Cruise, will first be offered on select Cadillac models in 2023.