Will Cadillac’s new certified pre-owned program help to give the brand more clout – and buyers?

Cadillac CTS CoupePushing to elevate its brand status even more, Cadillac has added several new enhancements to its certified pre-owned vehicle programs.

Effective today, the luxury carmaker’s Certified Pre-Owned program will now extend vehicle coverage to match the new-vehicle bumper-to-bumper warranty for up to six years or 70,000 miles, whichever comes first.

Cadillac’s extended coverage now covers more than the certified pre-owned vehicles sold by Lexus, BMW or even Mercedes-Benz, according to an official company press release.  

Cadillac’s pre-owned vehicle services will also include complimentary 24-hour roadside assistance, courtesy transportation and a three-month subscription to OnStar and SiriusXM Satellite Radio and other convenience features.

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Under the program, most owners of 2011 and newer models also will be eligible to purchase Cadillac’s Premium Care Maintenance. The car maintenance service has been previously reserved for new vehicles only and covers oil and filter changes, engine air and cabin filters, tire rotation and multi-point vehicle inspections at owner’s manual-recommended intervals.

In addition to existing owners and buyers interested in a pre-owned luxury car, Cadillac’s new certified vehicle program, also seeks to give the brand more cache to draw more customers to new models.

“Enhancing the Certified Pre-Owned program adds valuable benefits for customers and the entire Cadillac brand,” said Chase Hawkins, vice president of Cadillac U.S. sales and service, in the company’s press release. “Improving Certified Pre-Owned supports the ongoing long-term increase in resale value, and is another tool that will enable us to attract new customers.”

The question is − as a potential luxury car buyer, are you more likely to consider a Cadillac more so than before (either new or pre-owned) because of the new certified vehicle program?

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