Cadillac Hopes To Boost Brand Image Before Boosting Sales10
As any marketer will tell you brand image is everything. Apple, for example, has turned the tech market on its head over the past decade by creating products that are both “cool” and aspirational. As a result the company can charge hundreds if not thousands more than a similarly spec’d PC.
With this in mind, it’s no surprise to learn that boosting brand image is top priority at Cadillac, according to reports. By the end of 2014 Cadillac was the only brand in the GM wheelhouse to post a drop in sales in the U.S., thanks to sluggish performances by the SRX, ATS, CTS and XTS.
“The brand needs some elevation before we can discuss the next step of expansion,” Cadillac marketing boss Uwe Ellinghaus told Automotive News. “We have growth aspirations, no doubt. But let us first increase the brand strength.”
Instead of trying to boost sales through entry-level models Cadillac has focused on higher-end products–like the 2016 ATS-V, 2016 CTS-V and 2016 CT6 – to first boost its brand image.
The thinking is that a raft of high-end products will slowly change peoples’ opinion of the brand and hopefully sway them to purchase a Cadillac at any price-point. There will also be five new Cadillac models coming before the end of the decade to compete in segments that the brand currently has nothing to offer.
Unsurprisingly, Johan de Nysschen is the brainchild behind Cadillac’s top-down product strategy. He used the same tactic during his time at Audi, which has seen both its brand image improve and its sales improve in the last few years.
Just don’t expect any big changes over night. The company estimates it will take 10-15 years to regain its foothold in the highly competitive luxury marketplace. Right now, it’s in year one.
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im not interested in entry level small cars, i only look at the big Cadillacs because growing up thats what I understood a Cadillac to be, in my eyes luxury is big, if I want to go small ill just get a malibu. to each their own
The lack of marketing and the lack of product range has strangled Cadillac. They have had only a couple low volume cars with absolutely no marketing.
The future will need to encompass all models and sizes as they are not going to sell a lot of any one single model in the future at higher prices.
They really have good cars now but so few people really know it. Where has there been a strong message sent to the folks that do not read Car and Driver? I expect this to change soon.
Cadillac is on the right track
I really like the interior trim in Carbon Fiber of the CT6
I read on a forum CT6 my country that this is not an alternative to the Germans due to “has nothing innovative, looks like any other Cadillac”
This is a pride of how well use may advertising can increase the importance of something above their real value
I love Cadillac and I like the current work on GM, and laugh with these stupid comments without knowledge.
From Spain, Go Cadillac don´t stop now¡¡
German sickness ahhaaaa.
Yes track is right but this is not easy. but Cadillac must to go.
For me, not Korean, US or European disease. I want to be among the best or the best cadillac. I believe many people want and also wishes of Cadillac. But it is a complicated and difficult process and can take some time. And the possibility that at some time will never be a separate new model which is then still higher level. Currently belongs to the large class CT6 but in reality is, however, different cars. I suppose we will see in the future with a competitor who is realistically.
GM and Cadillac must have big goals and role models.
Funny quick review
the point is that Cadillac is a great name and a great history. and gm is a major automaker. and GM is a great and long history. because I see that actually belong to the Cadillac BMW-Audi-mb.
Lexus is decent, Kia is decent. hynadai is decent. Hynadi and Kia have done a wonderful job. Consider yourself logically that you want to see what kind of Cadillac.
I’m a lover of Opel. and I’d also like to have the Opel Audi-BMW-mb. Today, I want to reach the back of the VW, Opel.
I am so impressed with the CT6. In my opinion this car could be their top of the line flagship indefinitely. But to know there will be a more luxurious and bigger flagship in a few years is great. I wonder what other tech options or innovations they could even save for the CT8. I mean the CT6 seems to have it all and then some.
However, where the group will also be included in the CT8. it would be odd if the CT8 would be about the same size as the CT6 and made a real competitor mb s class. MB S class even better than even larger limousines. But the upward MB S class is more complicated. MB S class has been effectively transferred to the larger limousines, however, is a big name like BENTLEY and ROLLS.
I try to think about the current limited information, the place where you currently CT6. Komplex.
i like to ct6
Cadillac has 12 billion dollars to spend by 2020 . With that we will see 3 new crossovers , a highline car and the replacement for the SRX . The crossovers will help pay the bills , being sold here and in China . According to Johan the XTS will be phased out by 2019 and the over-priced ELR wont continue for much longer . For a true return to Cadillac again being known as “World Class” it may take 10 to 15 years . They need to get back to building luxury big cars as there is still a market for such a xehicle albiet small compared to the CUV market right now . So with the CT6 this is the first step back to what Cadillac has always done best . There are already journalists that are saying Cadillac didnt go far enough to compete with the Germans . All that can be said is these naysayers havent even test drove one yet !So that critisism falls on deaf ears . There is an article on http;//www.AutoGuide.com with an interview with Johan and his plans on how he plans to utilize the 12 billion he has to work with .
I’ve been watching a lot now a new cadillac CT6. many high-quality, detailed images. However, this is not a real-life image. However, the impression remains only better. yes to be honest, even if GM can build immediately AUDI 8, a competitor would be a great step towards a funny one as soon as desired. in fact, it would not be too much to ask, however, is not funny and not a problem. In fact, it is quite logical to the current step. New GM has received only little improvement in the wound. Although I believe that if GM and Cadillac would have liked would have been still better.
Currently, I’m in a row
1 MB S class
2 audi8 bmw7
3 cadillac CT6
KIA, Hyundai, Lexus is great to but …..
GM and Cadillac future yet have to pay more attention to tiny details and quality. And be aware of the leaders.
See how the Korean car builders attending exhibitions taking pictures of cars and their parts and investigate.
Everyone wants to be like the MB S class or better. Lexus, Kia, and hynadai well. Is Cadillac wants to be like hyndai, kia, lexus.
I’m a lover, and I want to Opel, Opel would like Audi, BMW, MB.
I wish now that Opel reach again by VW.
VW has already bitten BMW, Audi, MB