WASHINGTON — Cadillac dealerships will put the emphasis on the customer experience in the near future, with high-tech improvements that may include "virtual showroom" systems and even holograms.
The brand on Thursday outlined its ambitious strategy to upgrade its U.S. dealer network. The announcement was made at the 2015 Washington Auto Show.
The plan includes new concepts for facilities and high-technology showrooms.
"Virtual showroom systems could enable shoppers to quickly configure and envision multiple models, color and interior choices using interactive digital displays or potentially even holograms," said General Motors in a statement.
Cadillac President Johan de Nysschen said dealers aim to "create a premium showroom atmosphere and the sophisticated brand experience that luxury customers expect."
The announcement comes as Cadillac kicks off a $12-billion investment in product, including the launch of the 2016 Cadillac CT6, the brand's new flagship sedan. It will compete with the BMW 7 Series and Mercedes-Benz S-Class. The CT6 is positioned above the Cadillac CTS and XTS.
Luxury dealers in general are going digital.
The new sales tool will roll out by the end of the year to the first dealers, Audi said in a statement. In the future, the dealerships can use the headsets at a customer's home as a "mobile solution."
The headset showcases the entire model portfolio and all equipment combinations. Shoppers can configure their dream car, take a peek in the trunk and try out infotainment systems.
Automotive News says the dealership of the future will add technology, comfort and be mindful of customers' time constraints.
Edmunds says: Luxury shoppers should expect Cadillac's 900 showrooms to deliver a top-notch luxury experience, as major upgrades are in the works.