If there’s one piece of American culture that stick out like a sore thumb, it’s the failure to fall in line with the rest. Hell, the country was built on rebellion. Cadillac wants to do the same thing, resisting to chase the German automotive brands.
Cadillac CMO, Uwe Ellinghaus, caught up with Ad Week where he spoke of the brand’s marketing goals and aspirations, and also explained the process is not going to happen overnight. In particular, he suggested the marketing tactics at work are beginning to convey Cadillac is not just another luxury brand. Specifically, the 2016 Cadillac CT6 helps usher that idea in.
“The CT6 is a great example—we said the world doesn’t need another 7 Series or S Class. The Germans build terrific cars and always will, but they’re a little bit ubiquitous in suburbia. People always want to differentiate themselves, and it’s probably more promising territory to go after those customers,” Ellinghaus stated.
As for opportunity with the youngsters, he has carved out an intricate plan to appeal to Generation X and Y.
The critics and the cynics have a view that Cadillac is a grandfather’s car. We’ve been building a grandfather’s car for a long time, but the grandfathers of millennials are sitting in BMWs, Mercedes and Audis. [Millennials are] more open to think twice about Cadillac and form their own opinion than probably their parents were. It’s better territory for us. Younger generations don’t want the same brands that their parents or grandparents have. Rather than trying to win over cynical baby boomers who already walked away from Cadillac, millennials have no preconceived notions about it.
The conclusion? Give it time, Cadillac faithful.