Gradually, luxury brand Cadillac is seeking to differentiate itself and create a distinctive brand, particularly in relation to parent company General Motors. Part of its strategy is to gradually open stand-alone Cadillac dealerships.
Up until now Cadillac buyers always had to visit their local Chevrolet dealer to do their shopping. When you consider the distinct market for this premium brand, the buyers of which expect premium service, it’s been a grossly imperfect setup. In recent years we’ve seen some dedicated Cadillac sections set up within GM dealer buildings, but that still wasn’t enough in the view of many.
This week we see a third Cadillac-only dealership open in Canada, this one in Woodbridge in the Greater Toronto Area. It joins two other stand-alone dealers already operating in Western Canada. A fourth Cadillac dealership is under construction in Quebec.
The new dealership is owned by the Foss family, which already owned a Cadillac banner that operated within a GM dealership but has acknowledged that this wasn’t good enough.