Cadillac has revealed how it plans to establish itself in the Australian market, bypassing the traditional dealer showroom and instead unveiling plans for a luxury store.
The first of four planned Cadillac Experience Centres is currently under construction in Sydney, at the luxury-focused Rosbery Engine Yards precinct. The former industrial site is already home to a range of fashion boutiques, luxury stores and high-end food outlets, which is why General Motors Australia managing director, Jess Bala, said they chose the location.
“The engine yards facility is very much a luxury environment,” Bala said during a tour of the under-construction site.
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The Sydney centre will have space for only four cars at any one time, which won’t be a problem initially as Cadillac will launch with only the Lyriq model this year; although there are plans for an expanded range. By keeping the cars to a minimum and focusing on the luxury elements of the brand, Cadillac hopes it can get cut through with the highly competitive local premium car market. This tactic and design aesthetic is different from the brand’s global showroom model, especially in the more established US market.
The Experience Centre will feature an industrial look, in keeping with the historic nature of the Rosbery venue, but with large digital screens on the wall, a configurator area as well as specific space for new car deliveries.
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There will also be chargers for the cars on the adjoining outdoor car park and a service centre just up the road, specifically for Cadillac models (not any of the other GM Speciality Vehicle Chevrolets).
Due to open on October 30, the Sydney Experience Centre will be followed by similar venues in Melbourne, Brisbane and Auckland. All Australian and New Zealand Cadillac sales will be direct-to-consumer with online sales available nationwide.
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