Why GM is considering launching a Cadillac Financial loan brand

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DETROIT – General Motors plans to launch a Cadillac-badged finance brand for luxury customers and dealers next year, according to an internal rating obtained by Automotive News.

Cadillac Financial, which will operate under the GM Financial company, will include concierge service, a new website and Cadillac-certified customer experience teams, according to a September memo to employees. GM Financial plans to launch the Cadillac badge service in mid-2022.

Most car manufacturers with captive financial affiliates have created separate brands for luxury units. For example, Ford Motor Credit supports Lincoln Financial Services and Toyota Financial Services supports Lexus Financial Services. Bringing Cadillac out of GM Financial’s fold is part of a wider vision to create a more personalized and streamlined experience for the luxury brand as it leads GM’s transition to electric vehicles.

Under the umbrella of GM Financial, there is no difference between the financing experience of a Chevrolet customer and that of a Cadillac customer, said Ed Williamson, principal dealer of Williamson Cadillac-Buick-GMC in Miami.

He hopes Cadillac Financial will be a differentiator.

“The good news is they’re trying to do something, and it’s going to be constructive,” said Williamson.

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