Cadillac Financial, which will operate as part of GM Financial's business, will include a concierge service, a new Web site and Cadillac-certified customer service groups, according to a September memo to employees. GM Financial plans to launch the Cadillac-branded service in mid-2022.
It's worth noting that most automakers with captive financial divisions have created separate brands for luxury goods. Ford Motor Credit supports Lincoln Financial Services, and Toyota Financial Services supports Lexus Financial Services.
The withdrawal of Cadillac from GM's financial portfolio is part of a broader vision to create a more personalized and streamlined experience for the luxury brand as it leads GM's transition to electric vehicles.
Ed Williams, chief dealer at Williamson Cadillac-Buick-GMC in Miami, said there is no difference in GM Financial's experience financing a Chevrolet customer and a Cadillac customer. He hopes Cadillac Financial will be different.
"The good news is that they are trying to do something, and it will be constructive," Williamson said.