Running head: CADILLAC’S RETURN TO RELEVANCE
CADILLAC’S RETURN TO RELEVANCE
Desmond Ruffin
Hawaii Pacific University
MKTG 6000
Ms. Tonya Bauman
November 1, 2009
Cadillac was and many thought would always be the American luxury automobile icon and symbol of success. The brand has been ingrained within our culture. For decades, it was the go-to ride for old men with country club memberships. It was old, stogy and boring. This was reinforced by a past advertising featuring golfer Arnold Palmer. A status symbol for grandpas was the moniker. This formula worked until oil prices began the go north. The fuel crisis of the 1970’s had many Americans searching for a more fuel conscious vehicles. They found other vehicles in the form of foreign luxury vehicles that replaced the Cadillac as the American symbol for success.
People in their twenties think Cadillac is very cool because of the Escalade. They became a youthful brand thanks to the embrace of the fashion and hip-hop crowd, and the good reception of CTS sedan by the auto press. It showcased their relevancy to today’s luxury consumers. The people in the middle kind of thought, well, I'm going to get a foreign car. Beyond the Escalade, too many have no clue about the rest Cadillac’s lineup. Sale lagged not enough new buyers were coming in; they decided to be more creative in their advertising and marketing to reach a new demographic of drivers.
The baby boomers are pretty much a dead end for Caddy. They’ve moved on to Asian and European brands. They have fixations with Lexus, Mercedes-Benz and BMW and see no reason to switch. Instead, they chose to ignite some Cadillac lust in younger buyers. The Cadillac average age buyer is 59. This age is too old most Americans are not making another new car purchase after 65.
Busy Moms
Cadillac missed a generation. It is considered your fathers' and grandfathers' car. Too few women have been shopping the brand. This is where the...