Cadillac recently told Edmunds.com that not all of its 940 dealers in the U.S. would carry the 2014 Cadillac ELR. In fact, upwards of 400 Cadillac dealers have opted not to carry the luxury brand’s first plug-in hybrid vehicle.
When posed with the question of whether or not to carry the ELR, Robert Milner, General Sales Manager of LaFontaine Cadillac, was adamant about the desire to not just carry the vehicle, but aggressively market it.
The all-new Cadillac ELR is the perfect fit for our luxury market. The Detroit Market is the largest Cadillac Market in the country. We have seen firsthand how important the environment is to our customers by their overwhelming positive reaction to our new Gold LEED Certified Dealership in Highland, Michigan.
The ELR’s combination of luxury, technology, eco-friendly and fuel efficiency make it a unique offering in the marketplace. We are very optimistic about the demand for such a vehicle in the Detroit Market and we have the resources, infrastructure, personnel and expertise to represent this unique vehicle aggressively.
A Growing Investment
Many Cadillac Dealers decided not to carry the ELR because of the significant investment for infrastructure, equipment and training needed to support the ELR.
Todd McCallum, the Fixed Operations Director for the LaFontaine Automotive Group, says that LaFontaine Cadillac invested over $50,000 to install multiple charging stations (you can get one for free!) and obtain the proper equipment to perform service on the ELR.
But carrying the ELR is not just about charging stations and fancy tools.
A Cadillac dealership is also required to employ no less than two ELR-certified technicians to perform any needed maintenance on the vehicle. In order to become certified, a technician has to successfully complete a 100 hour training program on the ELR.
LaFontaine Cadillac Service Writers also have their own ELR training program that takes about 24 hours to complete.
On the sales side of the equation, each Cadillac Sales Professional has to go through their own rigorous training regimen to learn all about the first ever plug-in hybrid electric vehicle from Cadillac.
When you add it all up, the LaFontaines show a high level of commitment and dedication to make sure that any customer considering purchasing or leasing an ELR can rest assured knowing that LaFontaine Cadillac will exceed all expectations.
The Cadillac ELR provides the perfect vehicle to compliment LaFontaine Cadillac Buick GMC – the first Gold LEED Certified dealership in the country.
Complete with geothermal heating and cooling, the use of recycled building materials, a car wash that recycles 85% of its water and so much more – LaFontaine Cadillac Buick GMC certainly earned its Gold LEED Certification.
Ryan LaFontaine, Dealer Principal of the LaFontaine Automotive Group, gives more insight on what went into the planning and construction of the dealership.
We’re Ready For The Future
Ryan LaFontaine sums it up quite simply.
The technologies on our vehicles are evolving each and every day. By adopting the Cadillac ELR early on in it’s product life-cycle, we feel we’re preparing ourselves for future vehicle innovations that are coming down the road.
LaFontaine Cadillac Buick GMC is located at 4000 Highland Rd. in Highland, Michigan. If you’d like to discover more about the Cadillac ELR or the Gold LEED Standards that are implemented throughout the dealership, please drop on by or give us a call any time!