Hyper-exclusive supercar builder, Bugatti, recently announced it will build a luxury yacht. Does it have any business building a yacht? It doesn’t matter, because the Bugatti name instantly prints images of dollar signs in a consumer’s head.
The name is bespoke, a status symbol and has earned its keep with a name synonymous with “premium.”
This news is the inspiration for today’s GMA Community Question: should the Cadillac division devote energy and resources to build other exclusive items? We’ll lay out a bit of groundwork.
First: the cons. Cadillac is merely in its infancy in terms of becoming a powerhouse luxury brand again. Right now, it could be argued Cadillac should focus on nothing other than building a competent and competitive portfolio of vehicles to do battle with the best from Germany and Japan.
$12 billion has already been earmarked for the brand’s expansion and investment, and Cadillac desperately needs to fix its image, and fill in the gaps within its crossover and even sedan segments.
Now: the pros. What better way to make a statement than by building some sort of one-off luxury good? Build it, create the value proposition and charge an exorbitant price tag. Surely, someone would be interested. It could do wonders to make the Cadillac name synonymous with another premium good.
So, where do you stand? It’s possible it could do something quite good for Cadillac, but it may not be the best allocation of resources at the moment. In the future, we think it’s a possibility. Right now? Cadillac needs to actually sell its vehicles again.
Talk to us down below, and make sure to vote in our poll to express your opinion.