While at CITY Buick + Chevrolet + GMC getting an oil change on our truck, there was a Cadillac parked in front of the entrance. It was shocking how small the vehicle was.
Reminded us about an article our friend Rubens Jr. wrote last month about selling American land yachts in Brazil. Here’s his experience with one well-heeled customer and a big, bad ’73 Caddy.
Enjoy.
1973 Cadillac Eldorado – Not a Primadonna
In 2014, I decided to quit my job at Powertech, and I went to work for another restoration shop called Phoenix Studios. If it was a wise decision, I still don’t know, but it was a different experience.
A salesperson in a restoration shop must perform various duties; there is no such thing as “this is not my job,” and at Phoenix Studio was no different. One day, I picked up a phone call from a lady looking for a classic car:
Lady: “Hello, I am looking for a vintage Cadillac, it must be a convertible.”
Me: “OK, any year model in particular?“
Lady: “OH, it doesn’t matter, really. The car will be a birthday gift for my husband.“
Was that an odd request? Well, yes and no. Yes, because she didn’t care about the model, as long as it would fit in the budget she gave me, which wasn’t a lot, and no because if she was serious about buying a classic Cadillac, she called the right place.
Studio Phoenix was one of the premier restoration shops in the country. Thanks to the boss’s passion for Cadillac, the place quickly gained a reputation as a one-stop shop for all things related to the brand.
At that moment, there were a couple of Caddys for sale at the shop, but none were convertibles. I told the lady I would talk to my contacts and call her again. I went straight to the boss; after all, he knew every Cadillac for sale in the country. He wrote a phone number on a sticky note and said: “Call this guy; he owns a 1973 Eldorado, and he is trying to sell it. The car is not a Primadonna, but it might be exactly what your customer is looking for.”.
I called the owner, and we set the price, including our commission. Then I emailed the customer some pictures and the price asked. I called her a couple of hours later, and she seemed happy with what she saw in the email. The deal was going in the right direction; the customer was motivated by enthusiasm, and we found a classic car that fit her budget. I told her over the phone:
Me: “When would you like to come and see the car?”
Lady: “I live in São Paulo, I can’t come to Curitiba; you have to bring the car here. I will pay for the expenses.”
OK, now things have got a bit complicated. São Paulo is 400 km from my hometown, Curitiba. Logistics wouldn’t be a problem since Studio Phoenix had a truck to transport the Caddy. Fortunately, our accounting department calculated all the expenses like fuel, truck rental, and payment for the services of the driver and myself for 48 hours. Obviously, the boss charged a little extra, increasing the profits.
The following day, we loaded the truck with the red Cadillac and also a 1972 Buick Riviera that we would leave at a classic car dealer in São Paulo.
That’s just an excerpt; to read the rest of the article about travelling through Brazil with classic cars on the truck, confrontations with rival shops, and Rubens Junior finally getting to drive the Cadillac, head over to The Classic Machines. In classic Rubinho style, the level of detail is incredible. Who knew this was a 6 meter long, front wheel drive car?
Thanks, Chris, for posting my article on your blog.