Posting The Right Content At The Wrong Time = No Engagement

Social media marketing is the most unique form of advertising the business world has ever seen. Instead of putting out printed advertisement, radio, and television ads during seasonal or quarterly sales events, social media requires your time and dedication every day of the week. The reason why companies, especially car dealerships, struggle with the distribution of content on all platforms is because of the undivided attention you must give Facebook, Instagram, and Twitter all 52 weeks of the year. Social media is a commitment, one that must be taken seriously.

Consistently posting content is how you’ll succeed when you share interesting news events about your dealership and the vehicles that will be hitting your showroom floors. One dealership in my state had shared a photo of a new vehicle that they will be selling. Unfortunately, their excitement wasn’t felt among their followers on Facebook because the dealership hadn’t posted any content for over a month, leaving the post with no engagement. The outcome could have ended much differently had their been a consistent stream of native content being posted 3-5 days out of the week that would have created buzz and momentum heading into each update they shared. That photo of the vehicle was the right content, but at the wrong time.

Dealerships who have implemented a strategy that consists of promoting sales of certain models are seeing engagement and a strong interest because of their consistency on all social media platforms. Combining their timely posts with native content, they’re winning at the end of the day, building that customer/business relationship that is vital to seeing healthy sales growth. The dealerships who aren’t engaging with their followers are struggling, and it’s visible with the content that they share. At times they force the issue, trying really hard to get people to comment, share, and like, but the answer to their problem lies within the lack of content being posted throughout the week and during the month as a whole.

On social media, you can get forgotten very quickly. By not posting new native content daily, your followers will look to someone else to get their fill. You can’t go absent. Social media management should be an 8 am – 5 pm job, and in most cases, even requires posting statuses, updates, and photos during the weekend and at night. If you want to see results, you have to put forth the effort. By not taking Facebook, Instagram, and Twitter seriously, you’re opening the door for another dealership to take advantage of the opportunity, and possibly take customers away from you.

Digital marketing is so crucial. It’s your most effective tool that builds a relationship with your customers and followers. Consumers are looking for companies and businesses who are willing to answer questions, comments, and concerns. Are you that company, and in this case, that dealership? Lack of commitment and effort is how you’ll lose out to other dealerships who take social media seriously. Consistently post content. It cannot be stressed enough. If you are willing to put in the effort, you’ll see the results. Social media marketing will only work if you will, so stop missing out on the opportunity to grow your customer base and start posting content.

Having A Consistent Message On Social Media Is A Must

With companies slowly transitioning marketing attention to social media, many have a difficult time promoting a consistent message across all platforms, especially for car dealerships. Traditional forms of advertising were straightforward. Hard selling advertisement on television, along with newspaper and radio ads, kept the dealership’s message in line with their brand, whether that was mentioning their company, sales offers, or pushing the vehicles they had on their lot. On social media however, dealership’s seem to get lost with their message, sending mixed signals to consumers. One day they’re hard selling, the next they’re sharing irrelevant content that has absolutely nothing to do with the cars they sell, or the company their social media page is representing.

The problem with car dealership’s social media pages is lack of strategy. Because companies of a decent size used marketing agencies to deal with traditional forms of advertising, they weren’t required to do their homework when it came to creating a sound strategy. With social media, car dealerships are left with promoting their dealership on their own, usually assigning a current employee who has no digital marketing experience with the task of distributing content on all social media platforms. As a result, content such as third party links related to the car brands they sell reaches the point of coming across as spam, offering very little value to potential customers. Because of this, there’s very little engagement seen on their social media pages.

In the age of Instagram and Pinterest where visualization and picture content are essential, customers expect to see content that is on par with other industries. Manufacturers’ photos of vehicles and hard selling advertisement that would have been seen in newspapers don’t work; in fact, those posts will be overlooked 9 out of 10 times. Native content has to be the anchor and foundation of a sound marketing strategy for Facebook and Instagram.

Promote the vehicles you have in your showroom and on the lot. Discuss the features, MPG, and why customers should be buying your brand, as opposed to other brands that are sold at dealerships down the street or a few cities over. When it comes to social media marketing, it’s all about effort and engagement. Everything I’ve seen from dealerships’ social media pages over the past few weeks has made it clear that reputation and tradition don’t matter anymore, it’s all about engagement, and that comes with promoting a consistent message across all platforms.

Dealerships who stick with promoting seasonal sales every month are seeing strong engagement and success from their social media strategies. There are others who focus on displaying their vehicles instead of hard selling them, which introduces potential customers to cars they otherwise may not have considered buying. There’s a strategy behind their distribution of content, and that’s why they’re seeing growing numbers of followers, customers, and engagement. Having a defined message on social media is extremely important, and I encourage car dealerships to either find a strategy that works and stick to it, or find a social media manager who understands the value of promoting a consistent message, which is often done through storytelling.

Facebook, Instagram, and Twitter are vital to companies in any industry, but for car dealerships, you’re selling incredible vehicles. Have fun with the distribution of content and attract customers and followers by posting native content. Buying a car should be an exciting experience, and so should the promotion of the vehicles in your showroom. Right now only 5-10% of car dealerships understand the importance of keeping a consistent message across multiple platforms. Make sure you’re one of the first companies in your area to implement a strong social media marketing strategy, or you’ll fall victim to the dealership who are engaging with their followers, and reaping the rewards because of it.

The Cars Sell Themselves, You Need To Market Them

Social media has and will continue to change how we see marketing and sales, and as the years continue to roll on, we’re also beginning to see a distinct difference between marketing and sales. Prior to social media’s existence, marketing was basically hard selling, especially on television. The gimmicks, the limited time offers, and the company urging you to visit their store have run it’s course. A new form of marketing with a completely different strategy behind it has taken the old school method’s place. Social media marketing. Instead of focusing on sales, it’s now all about customer service, building a connection, community, culture, and brand on platforms such as Facebook, Twitter, and Instagram.

The automotive industry’s marketing philosophy is rather interesting, considering they’re still using a 20th century approach in a 21st century economy and environment. Car dealerships still believe, “Come on down, and test drive the latest model” works. In actuality, consumers are only going to dealerships because they need a car, or they have a preference and taste toward a certain brand and model. The car sells itself, but dealerships forget that there needs to be a marketing strategy that attracts consumers, not only to that car, but to their dealership.

The question that dealerships should ask themselves is, “Why should car buyers come to our location as opposed to the dealership down the street or the next town over?” Dealerships still bank on their reputation and tradition, but as I’ve seen multiple times on social media, consumers want interaction far in advance before they even step foot in a showroom. Your reputation can be thrown right out the door if you don’t have a strong social media presence, especially since customers can vent their frustration and displeasure towards a dealership because of a bad experience. Without stepping in and responding to that complaint, you look like you’re out-of-touch, and there’s been a few dealerships with strong reputations who’ve had their brand tarnished thanks to complaints going unanswered.

Your customers have already singled out which car they want, it’s up to you and your social media presence to attract them. That’s where the marketing aspect comes in. Remember social media marketing in your industry should be used to entice and attract customers, while you’re sales representatives do the pushing in the showroom. Hard selling on Facebook is how you repel potential customers. They already know they’re going to be met by a sales representative the minute they walk through your doors, they don’t want to feel that pressure while sitting on their couch scrolling through their Twitter and Facebook feeds.

Dealerships are focusing too much time on sales, and not enough dedication and effort towards marketing. Yes, sales are important, but if your digital marketing is primarily composed of non-native, hard selling content, you might as well stop posting on your social media platforms because you won’t see the results. Dealerships often ask, “How can we track ROI off Facebook and other social media sites?” The answer can be found by taking the time and energy to care about your customers, and not pressure them into a sale. There are marketing strategies out there that work, and you will see the ROI, but you’ve got to get creative.

Social media marketing strategies aren’t cookie cutter material. With an open mind and thinking outside the box, you can implement several marketing strategies that don’t include spamming people’s news feeds with sponsored advertising. Connect with your current customers and followers, show them that you care. Word of mouth advertising has, and always will be the most effective form of marketing. In 2015, social media is that platform where you should be focusing on building long-lasting customer relationships that will in-turn create long-term customer equity, and a strong customer base of brand ambassadors.

Car Dealerships: It’s Social Media, Not A Newspaper

The biggest mistake, among many that car dealerships make, is using social media as if it’s meant to be a newspaper. The 20th century form of effective marketing is over, it’s now time to advertise in a way that attracts both Millennials and older generations. The largest growing demographic on social media platforms is 50+ year olds, which means they’re joining their younger cohorts and entering the digital age of communication. Facebook and Twitter have become the extension of the newspaper to most dealerships. While spending money on ads in the local newspapers, they’re posting the exact same content on Facebook and Twitter timelines. It’s time to end this nonsense.

With the existence of Instagram and Pinterest, pictures, not words, have become more effective for social media marketing as the years have passed. Sure a few sentences will work, but posting manufacturer’s photos of cars, newspaper style ads, and sharing third party links is how you lose the interest of people where they congregate. Millennials are now the second largest car buying group, surpassing Generation X. Seeing as though most, if not all, 18-35 year olds are on social media, you have to meet them and market to them in a way that is relevant and not come across as pushy.

The dealerships who are doing a fantastic job on social media are having fun with the content they’re sharing. Pictures of vehicles in their showrooms, promoting their courtesy cars for people with vehicles in the shop, displaying and talking about the cars on their lots, and interacting with their current and potential customers is how they’re beating the competition. In fact, one dealership outside of Boston has grown a strong following, and despite their success on social media and the buzz they’ve created, no other dealership in the immediate vicinity seems to be afraid or have any sense of urgency to do the same.

Car dealerships who have been in business for 30+ years should be frightened, and actually terrified by dealerships who market effectively on social media. That one dealership has done everything right, from sharing pictures of their showroom, the cars on their lot, and giving an inside look of their maintenance department. This dealership has quelled any sense of mistrust, and in fact have almost become the new friendly neighbor that everyone loves. They’re marketing right, and by using social media as a word of mouth tool, they’re beginning to separate themselves from traditional powerhouse dealerships who have a strong reputation of being the best.

Stop making your social media pages a newspaper. Very few people read newspapers to begin with, so why try marketing in a way that would have worked 15 years ago? Manufacturer’s photos don’t display the car. With the technological features coming out, consumers need to be more informed than ever, and by not sharing content that will support a buyer’s decision, you come across looking as lazy and unprofessional.

There’s been a few times where disgruntled customers have taken notice of the minimal interaction the dealership has on social media, and these customers are also noticing fake and unofficial Facebook pages because the dealership hasn’t entered the 21st century yet. We’re living in a time where if you don’t have a strong social media presence, people might not do business with you. Think about that for a second. Your dealership has been in existence for a number of years, and just because you don’t have an operating Facebook, Twitter, or Instagram page, people think you’re not a legitimate or a great dealership to shop at.

The worst strategy you could have for Facebook is making your page be a virtual newspaper. Have fun with social media, you’re selling cars! What’s more exciting than the new car smell, and all the emotions that come with owning an amazing vehicle? Use that to your advantage, and market to your customers in a way that tugs at their heart strings. Consumers of 2015 want a “friendship-like” experience, and by being social with them where they spend the most time, you can make a lasting impact on that person.

Be The Primary Resource of Information For Your Customers

Rarely, if ever, do I see companies in the automotive industry, especially car dealerships, be the primary resource for car buying research. Whether this has to do with dealership’s fear of liability should their information be inaccurate or belief that car buyers always research using third party resources, these dealerships are missing a golden opportunity to appear more knowledgeable than their competition. Social media should be the platform to display your expertise, and seeing that car buyers are still unsure about what vehicle they want to purchase, despite resources they have on the Internet, you should provide them with information that answers their questions, problems, and concerns.

As the automotive industry becomes more competitive as the years progress, car buyers are finding themselves indecisive in almost every market. The CUV, SUV, and hatchback markets are filled with auto brands competing for the top spot, but unless you’re diligently researching, it might be difficult distinguishing who offers more. This is where car dealerships can have a lasting impression on potential car buyers. Discuss the vehicles you have on your lot, post pictures that give an inside look at the vehicle, talk about benefits of ownership, and why future car buyers should choose the brand you sell over other brands.

For consumers who are looking at hatchbacks, why should they buy a Volkswagen Golf over a Ford Focus, Hyundai Elantra GT, Kia Forte5 or Honda Fit? Would some of your potential customers see the need to buy the e-Golf, which is an electric powered variant of the German hatchback? Despite the knowledge that’s at their fingertips, consumers don’t know the difference. You have to be that resource through your social media pages, and share the specifications, facts, and the benefits because the consumers aren’t quite sure.

Why should car magazines or even people giving car buying advice on Reddit be the primary resource of information? I’ve seen time and time again where people who have no knowledge of the car industry are giving car recommendations to people who would be better served buying a cheaper more economical car that fits their budget. Someone who is on the fence about buying a new Toyota Camry or Honda Accord shouldn’t be influenced into buying a used Infiniti or Lexus. Because the Internet allows anyone to give advice, why don’t car dealerships join in, and be that legitimate and accurate resource that can influence car buyers in a positive way?

In previous articles, I’ve talked about native content and how vital and essential it is on Facebook and Instagram. Being a resource ties into native content. Be the library of knowledge consumers are looking for. You’re the ones with the vehicles and have been trained to sell those specific brands, use that to your advantage.

The car industry is stubborn to try new ways of marketing, but native content, along with giving consumers information on the cars they’re looking for beyond just the price tag, can have a major impact on your social media marketing. As I’ve said before, selling hard on Facebook and Instagram doesn’t work, so why not give potential car buyers the benefits of owning the car, and then they’ll decide whether they’ll visit your dealership or not.

Use Social Media To Showcase Your Cars

I’ve gone in-depth on the importance of a strong social media presence for car dealerships. Now it’s time to take it up a notch and discuss content, primarily content of the cars and services you offer. As I’ve said many times before, only 5-10% of dealerships are actually using social media effectively, and not just selling hard trying to make a quick sale. The more I talk to marketers in the industry and car dealerships who market on Facebook and Instagram, the more I realize that social media is meant to build a connection, one that takes a lot of time and effort.

How to build that connection is the question many car dealerships ask themselves because they’re not seeing engagement from current followers and are seeing absolutely little to no results using social media. The answer to their problem lies within the native content they post, or the lack thereof. Dealerships who primarily use the same content from the car brand itself, share third party articles, or revert to hard selling give up with Facebook and Instagram within a few months. The ones who are still operating their accounts post inconsistently or with very little interest because they don’t see the results they want. Again, it all comes down to native content.

Combine your dealership’s showroom, car lot, a smartphone or some other camera, and social media and you’ve got all the content you could ever want. For example, I’ve seen a decent amount of car dealerships who sell the entire Fiat-Chrysler brand (this includes Dodge, Jeep, and Chrysler). They have a wide selection of vehicles that go from high performance vehicles with the Challenger and Charger, to luxury sedans such as the Chrysler 200 and 300, to off-road capable SUV’s that cover the entire Jeep lineup. It’s not possible that these dealerships can’t put together a collage, a handful of posts, or interesting content centered around these vehicles.

The showroom is usually where the best vehicles are stored. Take photos of them and post those pictures to Instagram. If winter is around the corner, start promoting your Jeeps by posting great content displaying them on your Facebook page. You might say, “But I’m not seeing results”, and that’s because you’re not using social media in a way that appeals to your customer base. Social media is all about visualization, eye candy that makes people Like, share, and comment on the photos or other forms of native content you’re sharing. Just posting generic photos of cars, with the hard selling copy such as, “We’ve got the SUV’s you need for this winter, so come test driver one” won’t work. Not on Facebook. If the customer really needs a vehicle, he or she will visit your showroom, there is no need for selling hard on another platform.

Take photos of the exterior and interior. Show the center console and interior features. Because cars have become more technologically advanced, consumers now want to experience being in the drivers seat to get an idea of what they’ll be expecting when they test driver the vehicle. The best way to do that is by posting pictures of the interiors, both on Facebook and Instagram. Another idea is to share photos of the cars you have in front of your store. Make the customer aware of what your dealership looks like, and use the nice cars you’re selling to your advantage. Your cars are your decorations, don’t be afraid to display them.

Social media is changing how consumers shop. Unfortunately the automotive industry is far behind the curve. To become relevant to your target customer base, you have to market in a way that is relevant to them and how they interact on the Internet. It’s essential to speak their language, and give them what they want when they’re scrolling through their news feeds.

Facebook and Instagram Are Important Platforms For Car Dealerships

With the existence of social media and the changes in how we communicate, there’s now a difference in how people shop. Instagram and Youtube has given consumers the ability to visualize themselves owning and driving the cars they see, both in pictures and videos. Facebook then comes in as being visual, while also striking a cord with customers, by writing a few sentences that make an emotional connection with the cars they own, or will own in the future. Car dealerships are far behind this curve, as car brands have taken to Instagram and Facebook, seeing results that’s creating a very loyal following.

Think back to when your parents or one of your older neighbors bought a car. Sometimes they’d be extremely loyal to a certain brand. “I only buy a Cadillac” or, “Ford makes the best cars and that’s why they’re the only cars I drive”. Today, it’s much different. Consumers aren’t as brand loyal in some cases, and can easily be influenced by other brands just by their marketing and the products they’re selling. Not only can the cars themselves influence these consumers, but also their interactions with the brands on social media platforms such as Facebook and Instagram.

Facebook is where most of the one-on-one interactions take place, and for the car dealerships who are using the platform correctly, they’re building long-term relationships with those customers. On a side note, this is where posting native content worth engaging with comes into play. If you’re posting articles from Car & Driver, Consumer Reports, or some other third party source, you won’t see engagement from your followers. By sharing pictures of vehicles in your showroom, along with exterior and interior shots of individual cars, you’ll begin to see growing interest from current and potential future customers.

I can’t stress enough the importance of interior pictures of your cars. Very few car dealerships use them on social media, and in fact, you’re withholding the most effective content you currently have. Anyone can Google search the car they want, but very few photos with the interior of the car with a real life setting. Usually most photos have a white backdrop, or fake scenery in the background, giving customers an inaccurate view of what they’ll be experiencing when they get behind the wheel.

I understand that the dealerships who do post pictures of their pre-owned lot on Facebook tend to not go too far into detail because there’s a high probability that particular car could be gone tomorrow, possibly upsetting a few followers. However, you shouldn’t be too shy from sharing your pre-owned lot, even if it’s a wide shot, especially if they’re certified pre-owned inventory where most if not all of the vehicles are by one brand.

With new cars though, post pictures, both the interior and exterior. Why have your customers go on or to get a visual of the cars you sell. While you do want them to go on your website for those details, having those pictures on Facebook too would allow interested customers to contact you via social media. This allows for instant communication, or you can try encouraging them to call if they have more questions.

As I’ve said before in multiple articles in the past, I’m very against the hard sell on social media. You’re building a community of happy customers, while also reaching out to potential car buyers. Never revert to the, “Come visit our showroom” line, because that doesn’t work. If the customer is interested they’ll visit your dealership. Your job on Facebook and Instagram is to give them a visual appeal that attracts them to your dealership and social media pages. While your ultimate goal is to sell cars, Facebook and Instagram should be used with the intent of creating a connection with the customers, whether they’ll be visiting your dealership to buy a car, or after they’ve already purchased it.

Many dealerships aren’t even using social media, and if they are, it consists of hard selling copy, along with recycled content used from some other dealership or the car brand’s advertising department. Post native content that the consumer can’t get anywhere else. That’s your value proposition on social media, and because 90-95% of dealerships don’t use Facebook or Instagram right, there’s your advantage over the competition. Social media is meant to build a long-term, and hopefully, a life-long connection with the customer. Don’t hard sell and just continue posting relevant and native content that will keep your followers coming back for more.

Social Media Can Help Clear Out Old Inventory

Constantly keeping my eyes open and on the lookout for great car deals, I’ve noticed some dealerships still have new 2014 models in their inventory. This poses the question. Why? The vehicles that I’ve seen are actually not base trims, and in fact a few come with power seats, moonroof, LCD monitor, and bluetooth. Even better, they’re priced below MSRP, meaning consumers will get a great deal if they walked into these dealerships right now. I’ve seen 2014 Ford Focus sedans, which are usually priced at $20,500, now at or below $14,000. These dealerships are desperate to get rid of them, and this is where social media comes in.

Most of the car dealerships that are utilizing Facebook and social media have put an emphasis on displaying their used vehicles, and some haven’t been shy about the price either when interested people ask. While on occasion, dealerships post pictures of their new cars and get immediate inquiries. It’s no coincidence however that the dealerships who have no social media, or don’t post frequently, still have inventory left over from a year or two ago. Worst of all, the pictures haven’t been updated. So you’ll be scrolling through new cars, and one car that’s listed has 15-20 photos with snow in the background. Not good scenery if your potential customer is buying a car on the cusp of summer. People will begin to think that maybe something is wrong with the vehicle, hence it still being in the inventory.

If these dealerships are really concerned about remaining inventory, social media is the answer. With the cars priced below MSRP, potential car buyers might be more willing to walk into the dealership because the haggling and negotiation process will not be that big of an issue, considering some of the cars’ price tags have been slashed by $4,000- $6,000. Social media also makes car buyers aware of these vehicles being on the market. Unless they’re researching diligently, they’ll never know your dealership has these cars at a reasonable price. While you’d probably prefer them buying the 2015 models due to higher profit margins, you have to find a way to get aging inventory off your hands so you can make more room for current model years.

This is where the power of Facebook comes into play. Assuming that you’re really serious about getting these cars off your hands, you start posting in-depth statuses about these cars. By stating the benefits instead of using hard selling copy, you can entice customers to visit your showroom.

For example. I’ve seen multiple Hyundai Elantra GT’s listed on Because they’re 2014 models, they’re priced around $18,500 – $19,500, putting them in the same price range as the base model trim of the Volkswagen Golf, the Honda Fit, Toyota Carolla, and a slew of other economical and practical cars. By stating that the Elantra GT gets 27 mpg in the city and 37 mpg on the highway, you can use fuel economy to your advantage. The fact that it’s a hatchback makes it perfect for college-aged adults due to larger cargo room than sedans, and it comes with 175 horsepower to get young drivers’ attentions.

Social media marketing isn’t difficult, and in fact will get easier as you consistently post and grow a following. By not posting on a daily basis, you become uninteresting to most people, and they’ll look to other dealerships who are engaging and sharing native content that is attracting consumers, and giving them the eye candy they crave.

Is Having The BRZ In Subaru’s Lineup A Waste Of Time?

When you think of Subaru you probably picture a Forester or Outback navigating through the woods on a dirt road, or a WRX STI racing on a rally circuit. AWD is it’s specialty, the ability that allows drivers to get from point A to point B throughout the winter, and give the owner a peace of mind when they get behind the wheel in treacherous driving situations. Subaru has never been known to appeal to the RWD, sports car community, and instead reaches the consumer who wants off-road capability or a vehicle that is immune to most, if not all weather conditions. The Subaru BRZ does not fit that mold and never will.

Last year Subaru managed to sell 7,500 BRZ’s, and during the best monthly sales, none of the figures reached 1,000 cars sold. Because Scion, Toyota, and Subaru collaborated on the BRZ/FR-S, Subaru isn’t taking a major risk, or one in which they’re not going to deal with the consequences of poor sales solely. Two other manufactures are also on the ship that appears to be sinking. The real question is whether Subaru is wasting their time with having the BRZ in their lineup.

Starting at $25,500, the BRZ is just a mere $1,000 cheaper than the base version of the WRX. They’re two completely different cars, but one offers more horsepower, AWD, four doors, and tradition, while the other is basically a rebadged Toyota. In the eyes of consumers the WRX’s 268 hp, coupled with a manual transmission, is more appealing than a 200 hp coupe. While they both are in different classes, the WRX will steal sales away from the BRZ because it offers more.

For Scion, the FR-S makes sense because they don’t have another sports car in their lineup that will compete in sales. The tC is cheaper with less horsepower, while the FR-S is more of a traditional performance coupe that attracts younger consumers who want a car with power. For the Toyota owned company, the FR-S isn’t as big of a waste of time, and in fact is seeing double the sales as the BRZ, and that’s because of the consumers that Scion attracts.

At the end of the day, there is no difference between the BRZ and FR-S except the badge on the front. The biggest variable however is the loyal consumers for both auto brands. Subaru is seeing limited sales, and from a numbers standpoint, they’re wasting their time by selling a coupe. Due to having a sports sedan within the same price range, the BRZ isn’t a great fit for the company. Scion on the other hand desperately needs the FR-S to succeed, and because of their minimal lineup range, the sports coupe can and will see better sales figures than it will for Subaru.

The BRZ was an experiment, one in which Subaru could see if they could make some noise in the sports coupe market. Because they have a tradition set on AWD and off-road capability, consumers aren’t flocking to Subaru dealerships to buy a RWD coupe that doesn’t fit in the AWD dominated lineup. Sales figures could rise, but it’s very unlikely. The remaining question is, how long will they keep the BRZ in their lineup before they cut their losses and move on?

Cadillac Will Soon Bow Out Of The Livery Market

A decision by Cadillac that has been long overdue will finally come to fruition as the American luxury car manufacturer will no longer be in the livery market. This comes after reports of the XTS’s lifecycle coming to an end, as this car was to attract the traditional Cadillac buyer. With sales still down, even after some exciting changes and announcements of new models, Cadillac needs to and is in the process of changing the perception the brand has had for many years, which is cars that are geared towards the older, affluent American consumer. By getting out of the livery market, this is one step in the right direction.

Seeing Cadillac’s in funeral processions gives the brand a bad image, especially in the eyes of the younger generations. How can the American automaker compete with their German rivals when 20 and 30 year olds are more interested and attracted to Audi, BMW, and Mercedes Benz? This has been the problem for Cadillac for many years, and by also being a part of GM and having their name thrown into the fire with all the recalls surely hasn’t helped. Since it doesn’t appear Cadillac is leaving GM anytime soon, now is the right time to take on the problems that they can control, and that’s to change the brand’s image entirely. By exiting the livery market and going full throttle into luxury and performance, the American luxury brand can once again compete against other luxury juggernauts.

The new Cadillac ATS-V got a warm reception when it was unveiled, so they need to take advantage and ride the momentum of positive vibes. It’s going to take a while for the changes to take full effect as consumers are not often quick to change perceptions towards brands, but if Cadillac can continue making bold moves and offering quality, luxury, and performance the car buyer wants, we could see a revival in sales.

The one real question at the end of the day however, is will consumers have a positive reaction to Cadillac’s desire to sell RWD cars? That’s still a question that’s up for debate as almost every car manufacturer has either focused on front-wheel drive, 4WD, or AWD drivetrains. Surely Cadillac will still offer 4WD/AWD, but they’re creating a small hurdle for themselves if they do intend on moving forward with plans to manufacture RWD cars, since the average consumer has been fully exposed to AWD capabilities by most auto brands.