"Cadillac may have found an answer. A TikTok video showing the automaker's white-glove service reveals more than just convenience. It hints at a deliberate strategy to convert luxury SUV owners into Lyriq loyalists. Cadillac's courtesy service program isn't new, but handing over the keys to a brand-new Lyriq as a temporary loaner? That's a level-up move designed to impress. The luxury automaker's Premium Care program includes perks like vehicle pickup and delivery for service, scheduled maintenance, and roadside assistance for new vehicle owners."
"The concierge-style treatment seen in the TikTok video aligns with how Cadillac has been positioning the Lyriq since launch: not just as a vehicle, but as part of a broader luxury lifestyle. The brand has promised "personalized assistance from a Cadillac EV concierge & " to answer customer questions and provide charging support, and it has made dealership experience upgrades a key part of its strategy to compete with EV-native rivals like Tesla and Lucid."
Electric vehicles still face a major barrier: convincing new drivers to switch. Cadillac deploys a white-glove courtesy program that sometimes loans a brand-new Lyriq as a temporary vehicle, pairing vehicle pickup and delivery, scheduled maintenance, and roadside assistance through its Premium Care. Concierge-style services include promised "personalized assistance from a Cadillac EV concierge" for charging support and questions. The approach targets luxury SUV owners' charging, range, performance, and learning-curve concerns by providing hands-on experience. A 2023 J.D. Power study shows EV consideration rises after a test drive, supporting the tactic to turn curiosity into commitment.
Read at InsideEVs
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