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 Autotrader.com or Cars.com 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.

Car Dealerships: Stop Posting Content Your Customers Have No Interest In

Every morning I check car dealerships’ social media accounts, and to my disappointment, 90-95% of dealerships are all posting content that is boring and irrelevant. It comes as no surprise that lack of interesting posts has led to silent Facebook pages that see no engagement from fans and followers. As a result, car dealerships’ social media pages have become inactive over time. After not seeing results from the articles and non-native content they’re sharing, these dealerships then revert to hard selling, which on social media never works. There’s better ways to utilize Facebook, Instagram, and Twitter to attract both former and future customers.

Recently I came across a post on a luxury dealership’s Facebook page discussing racing technology the brand is using in their race cars, and also adding a link for further reading. That article would be worth sharing on a car magazine’s account that has scores of racing enthusiasts. The question one must ask is, “How many of this dealership’s customers will take their new cars out onto a track?” Not too many is my guess. Similar articles were being shared, not only on that account, but several other dealership’s fan pages as well. There’s a reason why customers don’t engage with the business they bought their car from. The content just isn’t compelling.

It’s rather interesting though, when these companies start sharing news about keeping their new cars looking clean, removing scratches, and posting native content of their dealership and cars in the showroom, all of a sudden the customers start interacting. You’re selling some amazing products that the car brands have spent much time marketing, why not continue marketing them in a way that makes your showroom appealing while also attracting interest by potential car buyers to visit your business? The car buying experience should be exciting, especially if your customers are purchasing a new car. That experience starts on social media.

The dealerships who understand this are posting top quality photos of their best vehicles. Exclusive content, whether that be from your blog, showroom, or pictures on Instagram is how you stand out amongst the crowd. Sure, articles from car magazines and Consumer Reports are great, but don’t make that the main focus of your social media pages. Your business should take center stage, not in terms of selling, but attracting, and you do that by using all the tools social media has given you and sharing interesting content worth reading and engaging with.

I’ve seen far too many dealerships making the mistake of posting content that brings no value to the consumer. In fact, I cringe every morning because I know you’re selling amazing vehicles that should be leaving your dealership’s lots much faster than they really are. Facebook and Instagram are the biggest, and most important platforms in your industry. Stop posting irrelevant articles or news that serves no purpose or doesn’t help customers decide whether to visit your showroom or someone else’s. You have an entire inventory worth sharing. That should be the basis for your content on social media, with articles and news stories from third party sources being the icing on the cake.

Dealerships Should Leverage Social Media To Build A Community

What dealerships are lacking the most when it comes to social media is a sense of community. Of course, when it comes to any business, community is a term that might not be used lightly. However, all those people who are following you, responding to your statuses, tweets, and Instagram pictures have become part of your social media circle. The people you interact with builds a virtual “friendship” over time, and especially for dealerships, a trust begins to form, leading them to a potential future purchase of a vehicle at your dealership.

What’s unique about car dealerships, or any establishment in the automotive industry, is you have a very wide range of consumers. You have high school to college-aged students in need of a first car, the middle-aged adult who is likely to be a loyal customer, the car enthusiast, contractors who need pickup trucks and transit vehicles, and the list goes on from there. I’ve said before that car dealerships should not just be selling cars, but an experience. Whenever I walk through the doors of the dealership I got my first car from, I could spend 30-45 minutes in the showroom looking at the new cars the dealership received, or check out the preowned inventory out front. You have the cars to attract customers, you just have to make them aware of what you have via social media.

There’s one dealership group in my state that has already created a community that not only extends to social media, but traditional forms of advertising; e-mail and online newsletter. By hosting Cars & Coffee events at their dealership locations, not only do car enthusiasts meet up and discuss cars amongst themselves, but they’re taking a look at the inventories these dealerships have. There’s a sense of community, and it not only reaches these car enthusiasts, but their families and friends, creating a large group of potential car buyers.

For the dealerships who don’t have the luxury of hosting Cars & Coffee events, social media becomes your best friend. By leveraging Facebook, Twitter, and Instagram, you can reach your previous, current, and future customers just by posting quality content and interacting with them. However, that interaction should be friendly, open to discuss cars with these people, and not sell them with, “We have these cars at our dealership, check them out.” Your account name will make it pretty clear that you probably have those models, and if that person is interested they’ll ask. Let them do the questioning first, and then you come in with the selling. By giving them the power on the platforms they’re most comfortable at, they’re going to be more open to visiting your dealership. That’s why I’m extremely against hard selling on social media, unless you’ve constantly posted great content that attracts interest.

Facebook, Instagram, and Twitter are where your customers are more open, social, and comfortable. That’s why the companies who’ve put the customers first, and interacted with them on a friendly level are seeing a stronger, close-knit following that is also loyal. Looking at any local media outlet or car magazine/auto website’s social media pages, the same people tend to comment. At times, you’ll notice people consistently commenting on each others comments, creating sub conversations. Dealerships can learn from this.

Vehicles are not one of those buying decisions you make in a day. It takes time and persuasion. By having a customer community through social media channels, it’s very possible that potential car buyers will be influenced by your own customers. The only way those customers play that role is if you post content that keeps them coming back to your social media accounts, engaging with the posts and pictures you’re sharing.

For instance, if you’re selling Hyundai’s and you’re evenly distributing content that covers all the models you sell, it’s very possible that the Sonata or Elantra community that purchased their cars from you, could not only influence others through their positive engagement, but it’s very likely that they’ll return and buy another car from you because you’ve built an online environment that is extremely friendly and open.

Communities through social media aren’t just meant for new car buyers. That car dealership group that hosts the Cars & Coffee events have customers for life. On the social media level, you can have that same effect. You need to build a long term relationship with these customers. Cars tend to have sentimental value, and if the owner not only enjoys the customer experience your dealership offers, but also loves the car, you potentially have a lifelong business relationship with that customer.

Hard Selling Copy On Social Media Doesn’t Work

Despite how many people say that their buying decisions aren’t influenced by what they see on social media, companies in many industries have seen success using platforms such as Facebook, Twitter, and Instagram. Unlike with traditional advertising, these businesses can’t get away with the, “BUY ONE, GET ONE FREE” gimmick, or any other hard selling copy that worked for television and radio. Car dealerships have still not caught up with the times and insist on selling you a car, whether you’re on Facebook, Twitter, Instagram, watching television, or when you’re listening to the radio. Selling cars in the primary goal, we all understand that. However, hard selling on Facebook is how you see no results from your social media marketing campaigns.

In my previous article, “The Marketing Disconnect Between Car Brands And Dealerships”, I covered the issues car dealerships are having with their social media marketing. This time I’m going more in-depth, taking a look at a major reason why car brands are seeing strong engagement, and dealerships aren’t.

Skimming through my Facebook news feed, a few of Chevrolet’s posts showed up on my screen, and both were perfectly written, using native content worth taking a look at. The first one read.

It’s been a school year for the books, but who’s ready for summer? For Show And Tell Tuesday, tell us where the perfect summer road trip will take you.

Notice, no hard selling copy. With the post, there was a picture of a Chevrolet Sonic in a mountainous region, probably somewhere near Arizona. What stands out here is that with the picture, along with the copy, Chevrolet is trying to evoke emotions, and if you’ve vacationed before, your car was probably part of the memories if you went on a road trip. Chevrolet fans started responding, sharing where they plan on going this summer. Because of the brand’s success at social media marketing, Chevy fans are open to interacting with the company, and with Chevy’s responses to a few of the commenters, there’s the appearance of a friendly conversation, building the trust customers want.

The next post was –

You can’t spell expressive without the SS.

One simple sentence, and Chevrolet SS fans start sharing photos of their cars. Chevy didn’t ask for pictures, it was a simple post with a catchy phrase. So far there has been over 4,500 likes and close to 300 shares. Could you imagine the exposure that one status got, along with the engagement and overall reach? These posts are vital to keeping loyal fans and followers coming back for more, which in-turn makes them more open to sharing their own experiences driving Chevrolets. So why aren’t car dealerships doing the same?

The usual posts for car dealerships is usually somewhere along the lines of, “You like this car? Come and see it”. There’s no value given to followers, no information about the car, and no good reason for potential customers to actually visit these dealerships. Instead of hard selling, or even subliminally trying to sell the cars features in your posts, create an emotional connection. Why are there consumers who buy from just one brand, or even one particular model? The experience and memories they had driving that car, along with its dependability. By not creating an emotional connection, you missed a perfect opportunity to attract brand loyal consumers, and possibly repelled them if the hard selling copy was just too much.

What’s unique about social media is that customers are beginning to become “friends” with companies. They may not admit it, but they’re sharing photos of their car, talking about their experiences, and like and share content these car brands are posting. Dealerships could do the exact same thing, and in fact, they’d be building lifelong customers and relationships, not just attracting new customers who might buy one car in their lifetime from that dealer. Social media can build consumer equity over time. You can’t take Facebook, Instagram, and Twitter lightly as customers are beginning to create virtual friendships with brands.

If anything, social media for car dealerships can be used as a tool for long term car sales, especially now with the rising number of consumers leasing instead of buying. This is leading to car buyers returning every 24 to 36 months. You can’t miss the opportunity that the economy and social media have given you. You could potentially have lifelong customers if you market right on all social media platforms.

The Marketing Disconnect Between Car Brands And Dealerships

In business and marketing, we’re taught about the importance of having a supply chain in which every member does their part to the best of their ability. When it comes to car brands themselves, they have manufacturers and suppliers producing the parts necessary to make a specific model, and from there those brands need a good distribution system to get their cars to dealerships’ showrooms. In the marketing and advertising branch however, there is a disconnect that begins on the local level, where dealerships aren’t carrying the marketing momentum via social media to their cities and states.

Social media marketing is unique because you can target your audience on a local and personal level instead of paying thousands on advertising for radio and television. With Facebook and Instagram you can get a good idea at what content works, draws the most interest and engagement, and understand exactly what the customer wants on a more personal level. Car brands have the power to distribute their ads on a national scale, while car dealerships are left with the daunting challenge to market locally, while also contending with other dealerships who sell the same car brands.

As I’ve said before, native content is extremely important. It gets the most engagement by fans, and is more likely to go viral than recycled content used by car brands and other dealerships. It’s rather interesting that car brands do post native content consistently, reaping the rewards, while car dealerships don’t follow the same marketing path. There is no excuse for this as dealerships have these cars in their showrooms and on their lots. They can take similar photos, posting interior and exterior shots of the car, creating a buzz and a desire to see the car in person by potential car buyers.

Facebook and Instagram are the most important social media marketing tools that make your native content go viral. By posting pictures of your best cars on Facebook, and then later on Instagram, you’re going to accumulate a following, both locally and even globally. The point of social media marketing is to get recognized. Prior to researching car dealerships in my area, I had no knowledge of their existence, especially those that were within a 20 mile radius. The prestigious dealerships are always well-known, but they also have a strong reputation of being the best in the area. For smaller dealerships, you don’t have that luxury, which is why social media marketing is vital to your business’ success.

Using social media to its full potential is crucial, and if the marketing is done right, it could pay dividends later on down the road. People always ask why dealerships don’t use social media, and it’s because they don’t see immediate results. But with hard work comes the reward. By putting in the time and dedication, you’ll see more engagement, followers, and interested customers. Remember, social media marketing isn’t a sprint, it’s a marathon, and by taking steps everyday towards the finish line, you will accomplish your overall goal: Selling more cars, and creating a close-knit community of loyal customers.

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 Cars.com. 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.

Native Content Is A Must For Car Dealerships

In the automotive industry, any form of marketing can become unoriginal. From commercials and newspaper ads to social media posts, car dealerships use recycled material to create content, especially on Facebook. There have been numerous occasions in which I’ve seen the exact same ad for two rival dealerships which also contained the same hard selling copy. That doesn’t look good, especially when social media can be the outlet that helps consumers distinguish your dealership from the other a couple of cities over.

Native content is essential for a successful social media strategy. As I’ve said in a previous article, only 5-10% of car dealerships are using social media to its full potential and seeing higher rates of engagement, which means more likes, shares, comments, and exposure for their dealerships. As the old saying goes, “A picture is worth a thousand words”. You don’t need to sell hard; a few sentences that capture emotion and makes the viewer picture that they’re behind the wheel of that car is enough to bring potential customers to your showroom.

Instagram has already been a platform for dealerships where native content dominates. Some local dealerships such as BMW of Sudbury, have built a string following by posting pictures of cars that are in their showroom and out on the lot. Again, very few dealerships have consistently posted pictures, sometimes going a few weeks without interacting or creating content. Once you have momentum, you can’t stop.

Facebook is where most of your attention really has to be. While Instagram can reach a few thousand, Facebook content can be shared and advertised, reaching every person living within a 20 mile radius, or the zip code you decide to target via Facebook dark posts. This platform is where you can see growth in terms of engagement and exposure, making you the primary destination for car buyers when the time is right. Just as dealerships aren’t posting consistently on Instagram, Facebook pages can go without an update for a few days to a few weeks, which is detrimental to your social media strategy.

To keep your followers and fans coming back for more, you’ve got to continue giving them eye candy. That’s why I’m always scratching my head when I see dealerships with upscale showrooms not using the cars they have to their advantage. For instance, if you’re selling Audi’s and have an S4, S5, S7, and S8 in the showroom, post photos on Facebook. You’ve got to give potential customers a reason to visit your dealership. While they might not buy the S variants of those Audi’s, some might buy an A3 or A4.

It cannot be stressed enough that native content reaches more people. Facebook users are much more likely to share a photo of one of your cars that’s on the lot or in the showroom, than an ad about an upcoming sale or thumbnails that can be found on Google. Here’s a couple of dealerships that have a strong social media presence that contains mostly native content, with articles from the car brand itself or other positive reviews from major car magazines.

Porsche Centre Oakville

Audi Wilsonville

They’re keeping their fan base entertained, and you can too. What Audi Wilsonville and Porsche Centre Oakville are doing, isn’t difficult to replicate. By putting forth the time and dedication, you too can see results from a strong social media marketing strategy.

Car Dealerships: Find A Social Media Manager To Run Your Accounts

Having spent a lot of time visiting car dealerships’ Facebook pages, both local and across the country, it’s apparent which dealerships understand the importance of having a social media manager behind the desk and overseeing accounts. I’d say somewhere between 5-10% of dealerships have a sound social media marketing strategy where they’re posting native content on their Facebook and Instagram pages, instead of online ads and photos the car brands supplies. These dealerships are seeing a strong interest in their cars from followers, and are on occasion, asking questions about prices and other details about the cars the dealerships are displaying. For the 90-95% of dealerships who clearly have a person who has no social media marketing experience running the social media accounts, there’s a significant decrease in likes and engagement.

I want to make it clear that it’s not the dealership’s, or the person who is running the social media pages fault. However, by placing people who don’t have any social media experience outside of running their own personal accounts behind the desk, you’re putting them in a position where they can’t thrive and are completely out of their element, costing you followers and strong engagement. Sometimes, it’s almost as if dealerships’ social media pages become that Facebook friend you forgot you had, and after about 8 months, you see them on your friends list and think, “Oh yeah, I remember him!” Social media pages should never be forgotten; they must contain content worth reading and seeing, and always make customers come back for more.

Most of the dealerships that I found across the country have upwards to 10,000 – 20,000 likes on Facebook. This could be due to social media dark posts; which are ads that get sent to specifically targeted audiences, but don’t show up on your Facebook page. These ads will be seen on the side bar and in the news feeds of this targeted audience, and these ads don’t have to contain hard selling copy, a cool picture of your best car in the showroom could be enough to attract followers and likes. Through this, you have the makings of a virtual word of mouth. The people who like your page are real, not fake, and they’ll share any photo or content that’s relevant to them, making your native content go viral. This is already happening on Instagram, just on a smaller scale and without the use of advertising and spent money.

I always felt that the dealerships that are seeing great results from their social media presence, not only hired someone who understands the ins and outs of social media marketing, but also has to some degree, a passion for cars. It’s easy to identify a salesman running a page, due to the high frequency of hard selling content, which is why people are repelled from going to your Facebook page. As with any form of content, whether that be sharing local news events, pictures of your customers getting their new car, or the employees you have, it can get old. There needs to be a well-balanced mix, along with native content that contains pictures of your cars in the showrooms, or out on the lot.

I can’t stress it enough; you have an inventory, use it. While these cars are in someway like holiday decorations, show them off. No one knows you have these cars at your dealership, unless they do research from third party resources. Be that primary resource, and make sure those customers are coming to you, and not the dealership selling the same car brand 15-20 miles away.

Car Dealerships: Use Social Media To Your Advantage

The name of the game is to sell cars, and what better way to do that than having an effective social media marketing strategy? Every other industry has hopped on board, and now it’s time for the auto industry to do the same. But what is really stopping dealerships across the country from branding and marketing their businesses to appeal to customers within their region? Unlike with TV ads, Facebook ads can target specific potential car buyers that live within walking and short driving distance of the dealerships that are advertising. So what’s the hold up?

First off, I’m just going to be straightforward. The social media accounts most dealerships operate are downright boring. You’re a business, not a virtual newspaper selling coupons every 3-6 months. Stop hard selling as if this is the 1950’s. One reason there is very little engagement with most dealerships’ social media pages is due to lack of trust. But more importantly, the content these accounts post aren’t worth reading or responding to. Instead of posting already used content by other dealerships that are selling the same brand, post unique content that shows off your showroom, best cars in your inventory, and interesting news or services that you provide.

Create a blog and share your content on your social media accounts. Tell possible car buyers why they should buy from you, why they should have their car serviced at your dealership, and explain the parts you use in the maintenance department to build trust and persuade car owners to come to you. Only posting when you have a sale or service special falls on deaf ears because you haven’t created good enough content that keeps people coming to your Facebook or Twitter page. They will inevitably glance or skip right over your post because 90% of your content is hard selling.

Post photos on Instagram. Herb Chambers BMW of Sudbury consistently posts pictures of BMW’s that are in their showroom. What 20, 30, or 40 year old doesn’t like a BMW M3, i8, or 435i Gran Coupe? You’re missing out by not posting on Instagram. The companies who are utilizing all social media platforms are increasing sales, but it’s their patience and determination that’s keeping them relevant because they’re posting good content that people want to see.

By being on social media, you’re in essence becoming an influencer. In studies, 27% of consumers are influenced by the cars they see on Facebook, Twitter, and Instagram. Because the pictures contain the car on the road, in the city, or in the woods, consumers can visualize themselves driving that car, or taking that same photo on their vacation. You’re giving social media users eye candy that they just might indulge in.

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.