The Cadillac division of General Motors has suffered its own shakeups just as the rest of the auto maker has after going through bankruptcy, a government bail out, and even being led by an Obama appointee or czar as they are called.
In the last three years the division has used 3 different ad agencies and two marketing heads. The interesting thing here is that in spite of the turmoil the GM luxury brand has seen its sales increase.
One of the sparks in its resurgence is that since May dealers have been able to lease vehicles again … with 24 month contracts. There was a period of about a year when no leasing was available and now sales have surged 50% year to date since August.
GM has also seen a leap of 60% in 2010 Buick sales and now has decided that Buick will be its flag ship to take on the Asian competitors and Cadillac will target the luxury liners from Germany.
Cadillac has also settled on a new marketing jingle “The New Standard Of The World”.
New marketing head Joel Ewanick who has been at work since May is over seeing new ads appearing for the CTS-V showing it racing around Germany’s Nürburgring test track in record setting time so it can be billed as the world’s fastest production sedan.
They are also making a station wagon version of this sedan who’s ads will appear shortly. It will haul a lot more than just groceries. In fact in the specs I’ve seen, it will hold its own or even out run a Mustang Shelby 500 in the quarter mile. Maybe that’s a marketing angle the new guys at Cadillac should think about for the domestic market.