Cadillacís New Brand Positioning Is Perilous Marketing

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Thread: Cadillacís New Brand Positioning Is Perilous Marketing

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    Cadillacís New Brand Positioning Is Perilous Marketing

    Cadillac’s New Brand Positioning Is Perilous Marketing
    Larry Light
    2-24-2020
    forbes.com

    Will Cadillac’s new brand positioning be successful? Will this new positioning help in redefining Cadillac as a great, luxury brand again?

    First, luxury is not the same as most expensive. Luxury has been described as one of those things where you know it when you experience it, however it does have specific attributes and benefits. Luxury has magnificence, grandeur, lavishness, splendor and sheer elegance. And yet, according to Coco Chanel, “Luxury must be comfortable, otherwise it is not luxury.” Luxury is experiential but it is product-oriented. Luxury is a description of the product or service. A luxury apartment, a luxury vacation, a luxury hotel, a luxury car must first be of the highest perceived quality.

    Luxury and prestige is not the same thing. Luxury describes the product or service. Prestige describes the brand character (values and personality) of the product or service. Prestige confers personal status. Prestige is all about standing, stature, recognition, esteem, prominence, self-importance, fame, honor and renown. Prestigious brands allow a user to associate with brands that shout, “Look at me! I am someone now.” Prestige is The Age of Me on steroids.

    CONTINUE AT LINK ABOVE
    Last edited by nadepalma; 02-26-2020 at 01:52 PM. Reason: Reformatted; moved to newsticker

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    166 PPV vs 108 PPV...
    There's no such thing as a fraction of an issue.
    So, does the author not realize that there's a decent chance that the Cadillac and Lexus owner will have exactly the same number of issues?
    I do, so I pay no attention to this, especially if I can get a better purchase price by ignoring it.

    I'm actually doing a bit better so far on my 4+ year old Cadillac. No issues at all.
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    It sounds like they are losing the battle. If they want to truly be considered as luxury and prestige they need to drastically step up initial quality.
    A look at the 2019 J.D Power Vehicle Dependability Survey (VDS) shows that Cadillac continues to fare poorly on quality over time. As a reminder, the VDS measures the number of problems experienced per 100 vehicles (PPV) during the past 12 months by original owners of three-year-old model-year vehicles. The industry average is 136 problems per 100 vehicles. The leaders are Lexus (106), Porsche and Toyota (108 each) with the fewest problems per 100 vehicles. Cadillac is significantly below average. Cadillac comes in at 166 PPV!

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    I'm with eaton53, I don't think the quality is so bad that it is their most major issue (though still an important). However, it does help to enhance a brand by ranking at the top and Cadillac should strive to be there. A few years ago we had a thread on Rover and why people looooooove their Rovers despite their abysmal quality. Customers love their Rovers so much they simply don't care about being stranded on the side of the road. That is what Cadillac needs to strive for (but with good quality) more so than a focus on the quality stats.

    And how much of that ranking is because of CUE vs. actual problems? Even though I found CUE to be exceedingly simple to use, apparently it is an issue and hopefully the new versions coming out will address that.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by BlackGTP View Post
    And how much of that ranking is because of CUE vs. actual problems? Even though I found CUE to be exceedingly simple to use, apparently it is an issue and hopefully the new versions coming out will address that.
    Possibly early CUE, mine's a few years in so it's good. Definitely CUE screens, which are crapola.
    But these guys have the fix.... https://www.cuescreens.com/

    Many people on Cadillac Forums have done it, ending the failing screen issue.
    This is something I could definitely handle since they give you everything you need.
    Less than $200 and a few hours work and the problem's gone for good.
    Mine is holding up well, but I've got this in my back pocket.

    Stuff like that is why I'm not too keen on mega-screens.
    Last edited by eaton53; 02-24-2020 at 11:59 AM.
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Why does he single out Cadillac when BMW, Audi, Infiniti, Volvo, Land Rover and Jaguar score worse than Cadillac on the same list? Not saying that gives Cadillac a free pass but seems Cadillac is singled out. Lincoln scored very well which is nice to see.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by samesun View Post
    Why does he single out Cadillac when BMW, Audi, Infiniti, Volvo, Land Rover and Jaguar score worse than Cadillac on the same list? Not saying that gives Cadillac a free pass but seems Cadillac is singled out. Lincoln scored very well which is nice to see.
    I agree, I assume he wanted to focus on Cadillac, but to put the story into context he should have pointed out that BMW, Audi, etc. all suffer from similar issues. Probably didn't bring them up because mentioning BMW, Audi and Land Rover undermines his article - their quality is on par with Cadillac yet they sell well.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by eaton53 View Post
    Possibly early CUE, mine's a few years in so it's good. Definitely CUE screens, which are crapola.
    But these guys have the fix.... https://www.cuescreens.com/

    Many people on Cadillac Forums have done it, ending the failing screen issue.
    This is something I could definitely handle since they give you everything you need.
    Less than $200 and a few hours work and the problem's gone for good.
    Mine is holding up well, but I've got this in my back pocket.

    Stuff like that is why I'm not too keen on mega-screens.
    No brand can be considered as luxury if owners need to rely on DIY fixes and improvements picked up from internet forums - that's for customisation of basic brands.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by BlackGTP View Post
    I agree, I assume he wanted to focus on Cadillac, but to put the story into context he should have pointed out that BMW, Audi, etc. all suffer from similar issues. Probably didn't bring them up because mentioning BMW, Audi and Land Rover undermines his article - their quality is poor yet they sell well.
    I think the point was, that if you have the baggage Caddillac/GM has, then you can't being waddling in sub-par quality/service.

    But as you also previously mentioned, if people love your product, they give you the benefit of the doubt, IE: Land Rover. Outside of Escalade, I don't think any Cadillac product has had that kind of appeal for a long time. My 2 Cents.
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    The article is about Cadillac's standing in the market being in peril...BMW and so on may have fared worse in the quality survey, but those brands sell...Cadillacs not named Escalade do not sell and their quality rating is just as bad. Not a good way for a brand in need of growth to grow.


    Edit: CJH, you beat me too it, I saw GTP's comment on page one and went for it...apparently you were thinking the same thing.
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Cadillac needs a brand positioning. Is it luxury? Performance? Quality? Technology? What is it? Right now, it's a jumbled mess. If GM/Cadillac can't convey what the brand stands for, people will criticize it for everything.

    Position the brand well, reflect that consistently across a lineup of compelling products and, over time, people will stop picking on everything and focus on what the brand says it's focused on. Until GM/Cadillac does that, this sort of criticism is fair game.
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by emh View Post
    Cadillac needs a brand positioning. Is it luxury? Performance? Quality? Technology?
    Most would argue all of those things are what a Luxury brand is. Problem is GM can't deliver on it. It's like the old adage, you have 3 options, Fast, Cheap, Quality, and you can only pick 2.

    You have those 4 choices you mentioned, but with GM, you can only pick one, and even then, there will be compromises.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Here's a simple, and non-confrontational question.. if the basis for Cadillac no longer being prestigious, or prestige eluding them because of issues of quality.. as in "problems per vehicle.." what does the author of the article say about Jaguar.. LRover and even Volvo and Acura? Even better.. in previous years, such as 2015, when Cadillac scored higher than all the German brands.. would that be proof positive that it is as prestigious as they are.. based on his analysis? And are we in any way suggesting that Infiniti.. U know what I won;t even ask that question because it's gotta be a joke to even suggest it.

    Another question that seems obvious is shouldn't we yank out the luxury brands from the mainstream ones.. since this entire article seems to be based on quality and how it leads to.. or is the all encompassing ingredient in prestige?
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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Quote Originally Posted by CJH View Post
    I think the point was, that if you have the baggage Caddillac/GM has, then you can't being waddling in sub-par quality/service.

    But as you also previously mentioned, if people love your product, they give you the benefit of the doubt, IE: Land Rover. Outside of Escalade, I don't think any Cadillac product has had that kind of appeal for a long time. My 2 Cents.
    Quote Originally Posted by sdotjeezy View Post
    The article is about Cadillac's standing in the market being in peril...BMW and so on may have fared worse in the quality survey, but those brands sell...Cadillacs not named Escalade do not sell and their quality rating is just as bad. Not a good way for a brand in need of growth to grow.


    Edit: CJH, you beat me too it, I saw GTP's comment on page one and went for it...apparently you were thinking the same thing.
    I think we are saying the same thing, it is more important to focus on the desirability of the product vs. the quality. You can have the best quality in the market, but if your desirability is low then you still won't sell well. But high desirability with middle of the road quality (or even low quality) will get you sales.

    Not that they are mutually exclusive, both desirability and quality scores can be worked on concurrently.

    And as I always go back to is GM's marketing - you need good marketing to build an image of desirable product - no more dancing robots.

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    Re: Cadillacís New Brand Positioning Is Perilous Marketing

    Why didn't this guy look at the 2020 study??? He quotes 2019 numbers, which I won't bother to double check. But in 2020, Cadillac at 131PPV is slightly BETTER than industry average of 134PPV (down from 136PPV in 2019) in the three-year test:

    https://www.jdpower.com/business/pre...dability-study

    Not as good as Lexus, Genesis, and Porsche. But noticeably better than Benz (152PPV), the luxury leader.
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