Cadillac set its sights on elevating the customer experience with the opening of Ontario’s first Cadillac-exclusive dealership.
Sam Alaimo, president of Roy Foss Cadillac Woodbridge was there for the opening alongside CEO Karen Foss.
During the red carpet ceremony Alaimo noted the significance of the date for the opening — it was 110 years ago to the day in 1909 that General Motors first acquired Cadillac Auto Company. While the historical nod was fitting, president and managing director of General Motors Canada, Trevor Hester spoke of the brand’s future — GM is planning on bringing one new Cadillac to the Canadian market about every six months from now to 2021.
Roy Foss Cadillac Woodbridge will play a role in the success of this endeavour, and the Woodbridge location is certainly a strategic choice. It’s here that GM plans to create a new benchmark for luxury brands. “This really is a first,” Alaimo said. “We’re starting from scratch and building our own foundation of processes.”
An exclusive team has been hand-selected to deliver Cadillac’s vision for uncompromised service. To achieve this, they’ve created new processes that address every single guest touchpoint. The most impressive enhancements, however, are in how the building’s design is expected to improve the customer journey and provide a world class experience.
The 7,000 square-foot facility boasts a showroom with state of the art G-Type lighting which allows customers to see the cars exactly as they are, without shadows. The lighting keeps the focus on the vehicles, so the consumer can clearly see the interior and exterior.
Customers can expect white glove treatment from sales experience ambassadors and delivery specialists throughout the sales and service process, including in the exclusive delivery boutique. These delivery pods use aromatherapy and an isolated sound system to play each customer’s favourite music. Videos provide information specific to the vehicle that’s being delivered, and the vehicle itself is wrapped with a bow.
The dealership’s service department is state of the art in both technology and aesthetics. Not only does it look and feel like a showroom, but it is equipped with advanced technology. A valet is on hand to greet all guests, offering to wash the customer’s car and park it while they visit the service department to review repair orders and maintenance schedules.
These changes are a result of customer feedback. “No one has really asked the guest what they want, and we’re doing that,” Alaimo said. “We’ve broken down every single guest touchpoint and said ‘okay, how are we going to change’ not based on what’s easy, not based on what we like, but based on what our guests want,” he said.
“We’ve broken down every single guest touchpoint and said ‘okay, how are we going to change’ not based on what’s easy, not based on what we like, but based on what our guests want.”
— Sam Alaimo, president of Roy Foss Cadillac Woodbridge
The result is a sensory-filled journey that’s exciting and engaging at every step for customers whether they’re shopping online, making an appointment, or just stopping in. For Cadillac sales experience ambassador Ryan Lucknauth, the goal is to change how a customer views their purchase, turning it into a memorable experience that’s exciting and fun.
Ultimately, facilities like Roy Foss Cadillac Woodbridge are driving the industry forward by establishing an immersive customer experience. “I think what our facility is going to do is force people to ask questions as to what we’ve done and why we’ve done them and I think the end will be a move toward paying a lot closer attention to the guest and their needs in a more scientific way,” Alaimo said. “I think we’re going to force the industry to think through what a guest experience should look like.”
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