Ch. 15 - Retailing

Cadillac operates hundreds of dealerships across America, and hundreds more around the globe.  Some are stand alone Cadillac dealers, while other are GM dealers, often mixed with other GM models (i.e: Buick, Hummer).  They tend to be located within close proximity to large population centers, we have around a dozen or so within a short distance of NYC.  Cadillac dealerships often have very luxurious exteriors and interiors, to match the vehicles they sell.  Some Cadillac dealerships are enclosed in glass and chrome, while others may be constructed out of modern designs of sculpted metal and wood.  Cadillac wants their dealerships to be welcoming, comforting and state-of-the-art in design.  It's necessary for Cadillac to have dealerships that compare in luxury to their vehicles they will be selling there, it shows potential customers what they'll be purchasing before they do so.

Old Cadillac Dealership

I recently visited the GM Potamkin car dealership in Harlem.  It's one of NYC's largest car dealerships, selling Hummer, Buick, Chevrolet, and Cadillac.  The Cadillac section of the dealership is very sleek, constructed out of mainly see-through glass and polished metal/chrome.  It's very state-of-the-art in design, and has luxurious furnishings on the inside, such as leather couches, and solid carpeted floors.  The employees were dressed professionaly and were ready to help at any moment.  The sales floor was positioned through the whole dealership, so they could allow a maximum amount of cars to be shown at once.  They had all of Cadillac's models out for show, and some in different colors and with different specifications, such as sporty interiors, and special navigation systems.  Cadillac did a great job displaying what American luxury is within this dealership.

All over the country, Cadillac dealerships are set up in the same way.  State-of-the-art design, luxurious furnishings, etc.  It's important for Cadillac to maintain its image in any way it can, and by providing luxurious dealerships where potential customers can come and buy their automobiles, they're doing just that.