In a bid to boost sales and lure in new customers, Cadillac is paying U.S. customers $100 to take a test drive in one of their cars. Launched in March, the national promotion runs through the end of the month, with participation being in the thousands so far.
“This is our way of way of trying to reach out and get people. The way to conquest in that super competitive market is to get people’s seats in seats,” Bill Peffer, U.S. vice president for Cadillac sales and service, was quoted as saying by quoted as saying.
According to Peffer, qualified drivers who have a registered vehicle are eligible for the payout, which comes in the form of Visa prepaid gift card. The offer is addressed to motorists 21 and older, with a valid driver’s license and proof of insurance, who own a 2004 or newer non-GM vehicle.
Furthermore, if consumers buy a new Cadillac and they don’t own or lease a GM vehicle, Cadillac will offer an extra $1,500 incentive.
The report says GM’s luxury brand is looking to increase sales after March deliveries fell 6.3 percent and fleet sales tumbled 50 percent due to a rental agreement that didn’t happen. Cadillac sales rose 22 percent in 2013, but deliveries through the first quarter of this year are down 7.3 percent year-over-year.
The new Cadillac ATS and XTS sedans are not doing well, with sales down sharply in the first quarter of this year compared to the same months in 2013.
By Dan Mihalascu
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