We’ve been following Cadillac’s journey into this decade closely. It’s been a wild ride so far. We’ve seen leadership changes, new marketing strategies and a few notable products to help sway luxury customers back into Cadillac’s court.
Thus far, things are looking up, but are far from where Cadillac wants to be. According to a new report from WardsAuto, Cadillac isn’t simply banking on great products to do the work—it wants to create an impeccable customer experience.
“Cadillac has been around for 115 years, and at one point was the standard of the world, larger than life,” said Eric Angeloro, a marketer for the brand. “In my family, when you made it, you owned a Cadillac. We need to get that back.”
“How do we change the customer experience and the evolving customer expectation? The way to do that is to put the customer in the center.” Cadillac has a few ideas.
Foremost, he described Cadillac Connective. The initiative is akin to digital chat room for customers to share their experiences, tell stories and engage with Cadillac itself. “We see this community as an extension of the brand,” Angeloro says. “It’s outwitting traditional marketing.”
Cadillac takes what is learned from the initiative, disseminates the information, and returns back to the community with a representation. Then, Cadillac earns valuable feedback. Additionally, GM engineers and designers participate in “ask me anything” sessions monthly.
All of the preparation and marketing research will come to a head next year when Cadillac begins a new-product assault. The brand has plans for two new vehicles every year through 2020.