Branding Strategist Says Cadillac Is Stuck In Time
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Cadillac was the recent subject of a New York Times article highlighting General Motors‘ ongoing struggle to revitalize the brand and grow its sales domestically.
For its report, the New York Times spoke to David Placek, who is the founder and president of branding strategy and marketing group Lexicon Branding. Placek said he believes Cadillac is “stuck in time,” with its marketing approach and is insure about the next steps to take to improve its image. He also described the brand’s move to New York City as “wishful thinking,” and said that if Cadillac wants to “get their edge back,” the company will have to focus on developing solid products first and foremost.
Before implementing its most recent strategy, in which the company will try to position itself as a tech-forward brand capable of taking on the likes of Tesla, GM essentially touted Cadillac as an American alternative to BMW. Now the company isn’t as focused on Deutschland as it once was, instead trying to find a new type of buyer that appreciates technology and innovation above all else. Steve Carlisle, the brand’s recently appointed new president, explained this strategy to NYT for its report.
“We’re not trying to out-German the Germans anymore,” Carlisle said. “We have to find our own audience. When Cadillac has done its best, it is when we have represented the best of technology and innovation.”
Talk of Cadillac’s revitalization has been ongoing at GM for years now, so to see the brand again try to reposition itself is hardly a surprise. With an aging customer base, GM is right to try and find new customers for Cadillac to appeal to. The company keeps shifting the goalposts, though, making it feel as though the brand is running in place. Even the new EV-focused strategy seems a bit flawed. Cadillac’s first dedicated EV won’t be here for a few more years, while brands like Jaguar and Audi already have such products on sale. By the time the Cadillac EV does arrive, the EV marketplace will be much more saturated, so the availability of an electric car alone may not be enough to position any brand as a technology leader.
Cadillac also has the semi-autonomous Super Cruise hands-free driving system to help it win over buyers who appreciate innovation, but as NYT points out, the technology won’t be offered on its crossovers or SUVs for a few more years. In a rapidly evolving automotive landscape, there are risks in betting big on current-day trends that may take two to three more years to actually bring to market in large numbers.
Earlier this year, GM president Mark Reuss said trying to position Cadillac as an innovation leader could be GM’s last attempt to build the brand into something of significance.
“We don’t have any chances left with taking Cadillac to a really new place,” he said. “This is pretty much it.”
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Source: New York Times
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Amazing–the CEO of Cadillac doesn’t sound too confident that the brand is going to make it–never thought I would hear it–love my CTS–but article sounds a little gloomy–heck–after reading this–put Lutz in charge quick–and Mary B stay out of his way for a couple of years–maybe last hope.
I have the CTS4 and the demise of the car is indicative of the confused state of mind that Cadillac often operates with. The XT6 is a disappointing upgraded Chevy. The company keeps making similar mistakes made in the past.
They do make world class cars on paper…until the bean counters intervene and cost cutting ruins a good thing. And it’s a shame because the CT6 is a gorgeous piece of metal almost ruined by plasticky interiors. They destroyed their reputation years ago and haven’t been able to recover from their fall from Grace. They throw products out there like sticky widgets on a wall. And like the entire family of GM, as soon as they get it right, they drop it. Maybe do it right first? Frustrating to see this, but their downfall is no one’s fault but their own.
GM could easily build a competitive luxury vehicle- no doubt about it. With that said, if you think people like Reuss and Carlisle have one shred of luxury feel in them- guess again.
MTB talks a lot about accountability and “owning it”. The current Cadillac portfolio is the by-product of Mark Reuss and Steve Carlisle (in his previous position as head of product portfolio planning). For many who have left Cadillac, this is a bittersweet irony.
To put Cadillac’s woes on the ever changing brand work- I think this is nonsensical. The one thing that hasn’t changed is the mediocrity of the product. With few exceptions (CTS-V), the portfolio has been mired in mediocrity. The Escalade is a complete unicorn- lucky timing.
Until Cadillac is truly a stand alone brand that doesn’t answer to the greater Machine, little will change.
If benchmarking’s the chosen path, why not benchmark Bentley? Performance, luxury, stately presence and great customer service.
The best days for Cadillac seem to be when they didn’t benchmark though.
Every GM brand except GMC is stuck in time. Every GM make lacks strong identity, branding and all four US brands at times compete for the same buyer–Enclave Avenir and XT6 as an example.
FCA was smart to give each brand a strong core mission with Dodge dedicated to muscle and Jeep committed to off road “excitement” & so on.
Cadillac will carry on as one of GM’s SUV brands and turn a profit off Escalade and XT4. if you Because Cadillac is a tiny brand not even offering a coupe, wagon or convertible, it should carry on as a less mediocre Lincoln in the US and China.
I don’t see much hope for GM aside from mediocre Chevrolet and AT4 GMC varients in the US. The big question is whether GM wishes to keep investing in Cadillac or if the purchase of a brand like Lucid might not be a wiser move.
So they’ve given up on creating sophisticated sports luxury vehicles? What, they thought they would nail it on their first try so now they’ll just give up and go do something else, which they’ll give up on after they fail to nail it on their first try?
Where does GM find these weak-minded fools who run their divisions?
The author seems to be a bit out of touch: Cadillac HQ has already moved back to Michigan, from NYC.
My Chinese wife’s best friend recently bought a Cadillac XT5. She lives and works in the HuNan Province of China.
I recently rode in this car, in China. Very nice. Buick’s and Cadillac’s in China have a great brand image.
For the China market, Cadillac EVs make perfect sense.