Cadillac is currently in the process of rebuilding and reshaping its reputation in the eyes of consumers. You might think Cadillac’s official reconstruction began with the introduction of the current-generation ATS in 2012, but the brand is still in the very early stages of its overhaul.
General Motors’ product chief Mark Reuss told us on the floor of the New York International Auto Show that the automaker is in “year one” of their rebuilding process. He said they are beyond the first year in regards to their product development, a point proven by the ATS, CTS and all-new CT6, but in relation to their reputation among consumers, they are only just getting started.
Cadillac has acknowledged they have a relevancy problem before, an issue they hope to fix through different marketing tactics and greater vehicle street presence. Brand marketing chief Uwe Ellinghaus has also admitted it will take “many, many years,” before the issue will truly be fixed, with many consumers still associating the brand with its older roots of large, floaty luxury cars and not its modern approach of more youthful sports and performance cars.
GM believes that if Cadillac can keep pumping out increasingly good products, consumers will eventually take notice. It’s hard to argue with that logic, but it’s definitely a long-term solution. The brand is spending $12 billion in order to develop new products between now and 2020, so it’s image may not truly see an improvement for another 10 years or so.