As any marketer will tell you brand image is everything. Apple, for example, has turned the tech market on its head over the past decade by creating products that are both “cool” and aspirational. As a result the company can charge hundreds if not thousands more than a similarly spec’d PC.
With this in mind, it’s no surprise to learn that boosting brand image is top priority at Cadillac, according to reports. By the end of 2014 Cadillac was the only brand in the GM wheelhouse to post a drop in sales in the U.S., thanks to sluggish performances by the SRX, ATS, CTS and XTS.
“The brand needs some elevation before we can discuss the next step of expansion,” Cadillac marketing boss Uwe Ellinghaus told Automotive News. “We have growth aspirations, no doubt. But let us first increase the brand strength.”
The thinking is that a raft of high-end products will slowly change peoples’ opinion of the brand and hopefully sway them to purchase a Cadillac at any price-point. There will also be five new Cadillac models coming before the end of the decade to compete in segments that the brand currently has nothing to offer.
Unsurprisingly, Johan de Nysschen is the brainchild behind Cadillac’s top-down product strategy. He used the same tactic during his time at Audi, which has seen both its brand image improve and its sales improve in the last few years.
Just don’t expect any big changes over night. The company estimates it will take 10-15 years to regain its foothold in the highly competitive luxury marketplace. Right now, it’s in year one.