Financial services company The Motley Fool has published a very smart read pertaining to the obstacles – and the required strategy – of Cadillac’s current marketing dilemma.
The shortened version is this: that would-be Cadillac customers, who have long since moved on to Audi, BMW, Mercedes-Benz, and other luxury brands, no longer perceive the Cadillac marque as relevant to them. There was a time in our history when the name Cadillac was synonymous with “best of the best”, “cream of the crop”, and other idioms reflecting the unparalleled quality and luxury that the crest once stood for.
But decades of lackluster products and terrible badge engineered offerings have rendered that a part of our mythic past. So, while Cadillac’s offerings have since risen greatly in terms of quality, it’s not simply a matter of putting out better advertisements: the target audience won’t be listening.
Of course, part of Johann de Nysschen’s strategy is the contested move to the SoHo district of Manhattan, putting the brand front and center in the minds of trendy yuppies to re-awaken awareness. Another part of his strategy lies in addressing countless small details, which collectively, will hopefully have a large positive impact on the way that Cadillac’s products are received.
Examples cited by The Motley Fool include the sound of doors closing, the feel of interior buttons and knobs, and the musical tuning of the exhaust notes. With these almost imperceptible, rich details, de Nysschen is hoping to create a “mythology and theater in the showroom.”
That is by no means the full story, but with an effort that is nothing short of a complete, thorough brand re-imagination, Cadillac is hoping to create the buzz necessary to drag educated, moneyed millennials into its showrooms – and away from other luxury brands.