Cadillac Adds Premium Care Cadillac is adding standard scheduled maintenance – Premium Care – to its 2011 Model Year products. Providing scheduled maintenance is a way to demonstrate commitment to the customer, reduce ownership costs and increase customer loyalty. BMW has been offering scheduled maintenance for years and has effectively shed its “Break My Wallet” image that existed prior to the scheduled maintenance program.
Premium Brands Abandoned Standard Scheduled Maintenance In the past, most of the European luxury brands included standard scheduled maintenance – BMW, Audi, Mercedes-Benz, Jaguar, Land Rover. As costs went up and belts had to be tightened all with the exception of BMW dropped out. Surprising because consumer input to AutoPacific has indicated that standard scheduled maintenance is a strong enticement in selecting one brand over another. BMW was winning the battle with no competition.
Standard Scheduled Maintenance Returning as Customer Satisfaction and Marketing Tool Brands have begun to slowly return to standard scheduled maintenance as a customer satisfaction enhancer and sales enticement… Volvo, Volkswagen are now on board. Jaguar has added its Platimum Coverage for 2011 that provides all scheduled maintenance for 5-years or 50,000 miles. 2010MY Land Rover models include scheduled maintenance for a short period after
purchase. Perhaps they will follow Jag’s lead.
In any event, standard scheduled maintenance appears to again gain traction in the marketing wars at the top of the market. That VW has adopted it may indicate adding standard scheduled maintenance even to popular high volume brands.