Cadillac invites you to its live online showroom

By Casey Williams

(September 13, 2020) Almost nobody likes going to a dealer to shop for a new vehicle.  That was true before COVID and it is especially true now.  Despite some genuinely excellent sales people across brands and dealers, the idea of going to a showroom ranks right there with getting teeth extracted.  Launched right before the pandemic, Cadillac Live, the brand’s digital showroom, lets you log in to select your next new car.  I recently logged in myself as part of a demonstration for the Midwest Automotive Media Association (MAMA).

Cadillac Live can be accessed from the brand’s website,, or directly via  Once shoppers click in, they’re greeted by a live product representative in full video.  But don’t worry if you’re in your pajamas having breakfast or trying to get your husband to put on his pants.  They can hear you, but cannot see you.
Product specialists wear headsets and carry digital cameras on a gimbal so they can move around a studio full of the brand’s vehicles with ease.  Want to see the new Cadillac CT4 sedan?  The agent will go right to the car and show you anything you wish - from an exterior walk-around to in-depth demonstration of the car’s infotainment system.  Want to see a larger sedan?  The CT5 is sitting nearby for comparison.  Hoping to see the new Escalade?  No problem; check it out too.  It’s like having telepresence and a real soul combined in the same knowledgeable person.  
“Luxury consumers are looking for a seamless, one-on-one shopping experience, whether online or in-person,” said Melissa Grady, Cadillac chief marketing officer.  “Cadillac Live offers a high degree of personal service, with time-saving conveniences and extended hours, reflecting today’s evolving shopping habits and our customers’ expectations.”
It’s a natural fit for Cadillac as data from Google shows twice as many car buyers begin their search online as at a physical dealership.  Seventy-one percent of luxury customer surveyed said they switched to a competitor’s product because their selection process was easier.  Convenience and accurate information matter.  Beyond new vehicle shoppers, Live operators field a large percentage of calls from current Cadillac owners who have questions about their own cars.  Can’t figure out how to tap into the Wi-Fi hotspot?  A specialist can walk your through it!
While you can log into 24/7 to explore the brand’s entire lineup, including easy-to-use configurators, Live agents are only available Monday-Thursday 9 a.m.-1 a.m. ET, Friday 9 a.m.-9 p.m. ET, and Saturday/Sunday 11 a.m.-7 p.m. ET.  Customers can schedule future sessions on Live anytime at  
During the entire demo, journalists were impressed with the seamless process, knowledge of our specialist, and how many vehicles were in the studio.  Even without a pandemic, it’s how I would want to shop for a car — no hassle and plenty of options.  All that, and it can be done over a cup of coffee (or something stronger) with feet propped up in the living room.  Expect every other automaker to follow Cadillac’s lead.