Cadillac Live set to transform luxury shopping

First-to-market live digital showroom provides unique, one-on-one experience exclusive to Canada


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One part personal shopper, one part live interactive digital showroom, Cadillac Live offers buyers the ability to conveniently shop Cadillac anywhere. The luxury auto brand has transformed a 10,000-square foot Toronto film studio into an online showroom.

Cadillac Live lets customers have one-on-one conversations with trained Live Agents across any mobile or desktop device. A first of its kind in North America, the tool provides shoppers with real human answers to their unique car-buying questions, along with access to dynamic views of the vehicles so they can explore every detail – all while speaking to a knowledgeable, friendly product expert via one-way video.

 “Today’s luxury consumers are increasingly time-starved and more discerning than ever,” said Hoss Hassani, managing director of Cadillac Canada. “What if someone offered an experience that combines convenience and accessibility with a high level of personalization? That’s exactly what Cadillac Live is.”

Recent data from Google shows that twice as many car buyers start their research online versus at a physical dealership.[i] Additionally, in the retail sector, 55% of online shoppers will abandon a purchase if they can’t quickly find an answer to a question, and 74% of people are likely to switch brands if they find the purchasing process too difficult.[ii]

From the homepage, shoppers can choose to begin a new session with a Live Agent, view a pre-recorded session, or book a Live session at a later time or date. The tool also offers virtual tours of the Cadillac Live showroom.

Once the experience is complete, the shopper has the option to connect with a local Cadillac dealership, so they can book a test drive and take the next steps in their path to purchase.


The Cadillac Live showroom is accessed online and features 10 vehicles from Cadillac’s 2019 lineup on display. Every Live Agent is equipped with an iPhone X, Osmo Mobile gimbal and Bluetooth headset, providing two-way audio and one-way live video. Associates are also equipped with an app interface that allows them to showcase any colour, wheel, and accessory option that piques a customer’s interest.   

Shoppers can book their appointments for Cadillac Live at, or they can speak to a Live Agent during the initial hours of operation, Sunday through Thursday from 6 p.m. to 2 a.m. EST.


To respond to shoppers who may visit the showroom outside of operating hours, Cadillac Live contains product-focused content built around the showroom and its Live Agents.

During off-hours, customers can book a Cadillac Live session at a later time or date. Users are able to watch detailed overviews of their desired vehicles from the first-person perspective of a Live Agent, with hotspot overlays and voiceover to communicate key style, technology and performance features, and real-world consumer benefits.

Those waiting for their scheduled appointment are able to explore the lounge in 3D using Matterport technology, or view a series of pre-recorded sessions in the Cadillac Live space.

About Cadillac in Canada

Cadillac has been a leading luxury auto brand since 1902. Today, Cadillac is growing globally, driven by an expanding product portfolio featuring dramatic design and technology. More information on Cadillac appears at Cadillac's media website with information, images and video can be found at

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[i] Source: Source:

[ii] Source: eTail Canada 2019 Director’s Report (pg. 9)

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One part personal shopper, one part live interactive digital showroom, Cadillac Live offers buyers the ability to conveniently shop Cadillac anywhere.