Boom Don Massey

The

Cadillac
You Deserve

Esther Allweiss Ingber { Contributing Writer

A

lways on the cutting edge in terms of
match will be pulled up and awaiting their
cater with drivers' smartphones and tablets.
product and customer service, Don
test drive.
A remote link connects the devices to the car
Massey Cadillac in Plymouth is offer-
"The manager greeting each customer will
so that tire pressure and fuel mileage can be
ing the most luxurious and safety-conscious
explain how we do business," Caspersen says.
checked and the engine started, all remotely.
lineup of new Cadillacs ever for 2014, accord-
"We are conscious of the consumer's
CUE features Natural Voice Rec-
Abov e: Don
ing to General Manager Brian Caspersen.
time and want to make the best use of
ognition, for safely placing phone
Mass ey Cadillac
"We'll get you into the best model you can
it; therefore, we provide the customer
calls, playing music and locating
afford and deserve," Caspersen pledges to
our 'True Price.' There's no haggling—
destinations. The advanced key
Plymo uth Gen-
consumers.
we just offer our best price, upfront.
fob button flashes lights over a
eral M anager
Don Massey Cadillac's proud history dates
"Our concierge services add up to
larger area of a parking lot.
Brian Caspersen
back to 1966. The late Don Massey, dubbed
excellence," Caspersen says. "We offer
Also available is the Parking
"The Cadillac King," was known for mak-
VIP services because we want to be
Assist system, whose sensors on
ing folksy television commercials inviting
known for doing things better than anyone
the front and rear bumpers help the driver
everyone to his Plymouth location. It's a new
else in town."
with parallel parking. Parking Assist indicates
era as the dealership reaps the benefits of
Advantages for servicing a vehicle at Don
when to use the brake and the accelerator.
belonging to Sonic Automotive, a Fortune
Massey Cadillac include preventive mainte-
Driver Awareness is another technology
500 enterprise that caters to an upscale
nance, loaner cars and roadside assistance.
that senses if a moving Cadillac is too close to
clientele. The Charlotte, N.C.-based company
The service department has helped in build-
another vehicle.
owns 103 dealerships throughout the United
ing the company's reputation.
"The system will slow you down and even
States, including four in Michigan.
Whether leasing (90 percent of its busi-
brake until you get enough distance away to
"Sonic's goal is to provide an exceptional
ness) or buying vehicles, the Cadillacs that
be safe," Caspersen says. "It can also speed
sales and service experience for the luxury
most excite Caspersen are the 2014 ATS and
you up for adaptive cruise control. It will
buyer," says Caspersen, nearly a year into
the 2014 CTS, the Motor Trend Car of Year.
sense if a collision is imminent and apply the
his position with Don Massey Cadillac and a
He's proud that Don Massey Cadillac will
brakes."
former regional director for Sonic.
soon offer the redesigned 2015 Escalade and
Cadillacs were once considered the prov-
The attractive Don Massey website, www.
the 2015 ATS Coupe, which was unveiled at
ince of "older drivers," who have long appre-
donmasseycadillac.com , is a first stop for
the North American International Auto Show.
ciated the helpful OnStar navigation system.
anyone in the market for a Cadil-
The Coupe is due this fall.
Boomers are now prime customers and their
lac. It's full of information about
Adaptive technologies are
own children — the so-called Generations
available vehicles and financing
making driving a Cadillac even
X and Y— are also leasing and buying the
and includes videos of gorgeous
easier.
technological-savvy brand.
Cadillacs in action. A Black Book
The CUE system, or Cadil-
"Whether you're 25 or 85, we have
page can be utilized to deter-
lac User Experience, is an
different cars to suit all four generations,"
Cadillac CTS
mine the value of a trade-in
8-inch, LCD touch-screen
Caspersen says. "So if you're thinking about
vehicle.
that provides connectivity,
luxury, come here to try out the best."
information and enter-
When prospective custom-
Don Massey Cadillac in Plymouth seeks
ers call or send an email seek-
tainment. Most Cadillac
to develop ongoing relationships with its
Don Massey Cadillac
ing assistance, the staff gets to
model lines will have the
customers as part of the community.
40475 Ann Arbor Road
work determining their needs
"If people think of Don Massey, we want
new technology available
Plymouth, MI 48170
in a vehicle. Arriving at the
on their center console by
them to think of Cadillac," Caspersen says.
dealership, they'll find their
800-820-6904
summer.
"Our job is to wow the customer with ex-
name on a VIP board and the
"It's really easy to use,"
ceptional service in every department, every
www.donmasseycadillac.com
car that either was requested
Caspersen says, noting that
day."
or determined to be the best
the new system communi-

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10 I BOOM Magazine • February 2014