Not long after reintroducing the certified program, Cadillac dealers are now turning some of their focus to the look of their storefronts.

Aiming to strike strong first impressions with shoppers and vault the brand atop the luxury market, scores of Cadillac dealerships throughout the U.S. are investing in makeovers.

The makeovers are a part of Cadillac’s “Defining Moments” customer service initiative, which is designed to bring a more modern layout and design to dealerships.This news comes close on the heels to Cadillac revealing a makeover of a different sort: its upgraded certified pre-owned program.

Like the revamped dealership showrooms, the CPO re-launch is aimed to help push Cadillac to the top of the luxury class.

As reported by Auto Remarketing in May, among the elements of the upgraded CPO program are a stronger inspection process and a six-year/100,000-mile warranty. While the vehicle is under warranty, customers can also tap into 24-hour roadside assistance.

Additionally, when customers bring in their vehicles for warranty service, they are provided courtesy transportation.

“In the luxury market, pre-owned automobiles are often an entry point for new customers to the brand,” said Kurt McNeil, vice president of Cadillac sales and service, at the time. "We want these customers to know that we stand behind the quality of our pre-owned Cadillacs."

He added: “The enhanced certified pre-owned program is another building block to establish Cadillac as the new standard of the luxury market. While the immediate benefit is provided to buyers of these pre-owned vehicles, it’s also a key component for assuring strong resale values for our new-car customers. An expanded pool of pre-owned Cadillacs thoroughly inspected by trained professionals will raise the brand’s long-term reputation for quality.”

More Than 200 Dealership Makeovers

Now that the company has been working on its dealer programs, introduced a new General Motors certified program for individual brands, launched a revamped Cadillac  certified program, gained ground on the new-vehicle sales front and more, dealers and officials are now tackling on the physical aspects of their stores.

And the first of the more than 200 stores set to receive new digs showed off the new features.

Mike Mosser, the general manager of the Suburban Cadillac of Ann Arbor store that received the first makeover, said the revamped look allows his Michigan store to stand out from peers.

"If you want to compete in the luxury market, you have to create the right environment for customers," Mosser suggested.

“The new showroom greets potential buyers with a look and feel that puts us at the top of class in the luxury market,” he added.

The vehicle displays are open and include theatrical lighting to better showcase the models. Customers can also enjoy a lounge that includes a coffee bar, adorned by custom-designed art along with designer furniture.

The showroom includes limestone tile and aluminum storefront glazing, as well as photographs illustrating the brand’s “Art & Science” strategy for design.

Contemporary architecture is incorporated into the new look, as well.The walls are made of English Oak with matte porcelain tile floors. Additionally, polished chrome tables and lamps and plush leather chairs and lounge chairs are featured in the new look.

The automaker said more than 200 stores have agreed to undergo these changes in the next two years, and in some markets, the stores will be standalone Cadillac dealerships. Officials noted that multi-brand stores are to receive dedicated cover-service drives.

“The new facility design and furnishings provide a great stage for our exciting new automobiles,” explained Kurt McNeil, vice president of Cadillac sales and service. “But our main goal is to create a highly positive first impression that creates that defining moment in our customers’ minds that we will exceed their expectations before, during and after the sale.”