Cadillac Plans Ad Blitz For XTS, ATS
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To say that the launch of a new model is an important step for an automaker may qualify as the understatement of the decade. The task is of even greater significance when launching a brand new nameplate — as Cadillac is doing over the next several months with the ATS and XTS. As part of the launch, the Wreath and Crest brand will launch two new ad campaigns for its newest models.
The ad campaign for the XTS, which will arrive in showrooms in early June, will begin during the Kentucky Derby on May 5 and be followed by more commercials during other sporting events, such as the U.S. Open golf tournament in June. Ads for the ATS, due to arrive in dealerships by late summer, will make their first appearance during the Summer Olympics, which start in July.
There’s a reason that the marketing efforts carry a sports-oriented theme: the brand finds more success advertising during those events.
“We find sports properties work really well for us,” said Vice President of Cadillac marketing Don Butler at the New York Auto Show.
80 percent of Cadillac’s U.S. ad budget will be dedicated to the ATS and XTS; a bigger share of the spend will go to the ATS, since the vehicle will sell in higher volumes and needs to establish itself as a formidable force in the performance compact luxury segment, where the BMW 3 Series is king.
“The ATS will be our highest-volume vehicle, which should really become the face of the franchise and bring in that new buyer who hasn’t necessarily come into our showrooms before,” Butler said. “So we’ll be spending more on that.”
The new spots won’t directly mention BMW, something the (awesome) Green Hell spot that aired during the Super Bowl did. Instead, the clips will show the car in high-profile settings around the world.
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does anyone else think cadillac is the most on track of the brands (besides holden of course) chevy’s lineup has more holes then swiss cheese, buicks trying to be sporty, and gmc is just rebadged chev suv’s and trucks for now. whats going ON???????
Besides the XTS and SRX, which have Buick written all over them, Cadillac does seem to have a very clear sense of direction.
Holden sells rebadged Chevys (besides the Commodore and Caprice) — which is why I think the Chevy brand should replace Holden in Oceania…
Buick is also on a good path by making soft, quiet luxury vehicles. Adding some sporting character may be a temporary practice to increase the brand’s “mind share” it to appeal to an even younger demo. But it needs to increase content to be a real luxury brand as well as a flagship (XTS) and a midsize CUV.
And Chevy’s holes aren’t that wide… Besides a compact hatch as well as a compact and midsized, 3-row crossover, it’s not missing much right now.
I am anxious to see these ads as we get closer to release of car…..I want to see what is standard for ATS….I hear very plain for base…I assume color choice will be similar to CTS…black, silver, maybe gray for base, and everything else $1k more? I am hoping it will be much more upscale than the current CTS 🙂
Yea definately, the only brand im satisfied completely with its direction right now is Cadillac. Dont know how the XTS and ATS will hold up with the competition, but their vision is really well thought out right now. I think GM finally knows exactly what its going to do with Cadillac now. Cant say the same for the rest of the brands though.
I think the ATS will really bring in a lot of people to Cadillac….nice size and luxury…plenty of pep and quality…fabulous style…A Cadillac people can afford….also the Deville replacement should do very, very well…does look similar to Impala however….good or bad