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DETROIT – General Motors plans to launch a Cadillac badge-bearing finance brand for its luxury customers and sellers next year, according to an internal rating obtained by Automotive News.
Cadillac Financial, which can operate under the GM Financial company, will include concierge service, a new website and expert panels of Cadillac Certified Buyers, in accordance with a September memo to staff at Kyle Birch, president of operations in North America. GM Financial plans to launch the Cadillac badge service in mid-2022.
Most car manufacturers with a captive financial branch have established separate manufacturers for their luxury varieties. For example, Ford Motor Credit supports Lincoln Financial Services and Toyota Financial Services supports Lexus Financial Services. Getting Cadillac out of the larger GM Financial fold is part of a wider vision to create additional personalized and streamlined expertise for GM’s luxury brand as it drives GM’s transition to electric automobiles.
“While our initial focus is the luxury Cadillac customer experience and marketing channels, we continue to engage with Cadillac management and dealerships to determine what other opportunities or value may exist,†Birch said in the memo. . “I am confident in our ability to provide continued value to our Cadillac dealer network, our Cadillac customers and our parent company in the creation of Cadillac Financial. “
Under the general umbrella of GM Financial, there is no distinction between the financing expertise of a buyer of Chevrolet and a buyer of Cadillac, said Ed Williamson, senior seller of Williamson Cadillac-Buick-GMC in Miami.
He hopes Cadillac Financial could be a differentiator.
“The good news is they’re trying to do something, and it’s going to be constructive,†said Williamson.
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