Cadillac Models The 2016 ATS-V In Dubai With Fashion-Focused Photoshoot2
Cadillac has embraced the fashion world with open arms. Not only in the U.S., where it has consistently paired with notable fashion designers, including Public School to launch the 2016 Cadillac XT5, but across the globe, too.
The most recent addition to the brand’s fashion outreach was a fashion-inspired photoshoot. Fashion photographer Diego Indraccolo and Director Luigi Pane took to Dubai to conduct a not-so-typical fashion shoot. Each photo showcased the latest trends and design while a 2016 Cadillac ATS-V filled the frame with a snarling burnout, producing billowy smoke for all to see.
Cadillac says the photoshoot captures the style and dynamism of the 2016 ATS-V.
“Cadillac’s longstanding history is dotted with a number of breakthrough innovations that have repeatedly and relentlessly redefined the automotive landscape, especially in the role a car plays as a symbol of self-expression,” said Nadim Ghrayeb, Brand Manager, Cadillac Middle East “It is in line with this spirit that we decided to carry out this unconventionally staged fashion photo shoot.”
The shoot took place in July, and explored many different areas of Dubai to merge the worlds of automotive and fashion into one. The end result birthed the slogan “For those who arrive fashionably early,” as Cadillac expands its market presence in the Middle East.
“By focusing on the concept of power, we were able to come up with never-before-seen content that attracts two diverse groups at the same time. The idea and execution ‘For those who arrive fashionably early” represents our unique approach to visualizing and solution finding at Interesting Times,” said Intersting Times Chief Creative and Partner, Mo Al Ghossein.
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Cadillac could drop the LSA supercharged 6.2L V8 from the prior generation CTS-V into the ATS with it’s 556 hp and 551 lb-ft of torque as this would be a major increase in performance over the LF4 twin-turbo 3.6L V6 and shouldn’t eat into the CTS-V market segment given as LT4 would have over a 80hp advantage over the LSA; GM is still building the LSA as it will be used by Holden.
From a marketing standpoint, pretty disappointing to see other countries and regions stray from what should be a global tagline (Dare Greatly), and start to introduce separate brand positionings (like “For those who arrive fashionable early”).
Leaves the door open for another country/region to explain why “Dare Greatly” doesn’t work in their neck of the woods.
And before long, you have a global brand positioning that’s watered-down, and different in China than it is in the US, than it is in the rest of EMEA. This is when Uwe and Johan should have stepped up and said cut the shit, guys.
I’m sure “Interesting Times” (or Intersting Times?) is happy to have flown in some Vogue Italia photographers to Dubai and left their own imprint on Cadillac.
But if you look at how global brands behave (Dove, McDonald’s, Coca-Cola, Nike) they don’t have 10 or 20 different positionings.