By the year 2020, it is expected the millennial generation of buyers will make up the bulk of automotive purchases, inching towards 40-percent of the market.
Cadillac’s entire brand strategy has been to welcome millennials into its court by catering to them now as the market gradually shifts, Cadillac CMO, Uwe Ellinghuas, explained to Fox Business. Events like sponsoring the first ever Men’s Fashion Week, and a neat helicopter stunt, featuring the 2017 Cadillac XT5, are only some of Ellinghaus’ plans.
“We will focus our marketing efforts toward this generation more than any other brand” Ellinghaus said. “This is a huge paradigm shift for all automotive manufacturers, we don’t want to lose the baby boomers, but they will no longer fuel the automotive boom that they fueled for a few decades.”
Contrary to the report, which states Cadillac is not alienating its core customer base, it’s quite the opposite. Campaigns like “Dare Greatly” have not resonated well with baby boomers, who have long been loyal to Cadillac. But, it’s for good reason, the message has young people directly in its sights.