GM Inside News Forum banner
1 - 1 of 30 Posts

· Registered
19,661 Posts
The bit about black cars is more superficial BS, just like the new nomenclature. It will have zero impact on perception or sales.

I wish there was more Q&A about Cadillac's retail/service experience. The product is on a good path. The part that trails BADLY behind Lexus is the consumer front end. Even as the Germans have slowly out-engineered Lexus, Toyota's luxury brand has avoided collapse by treating its customers like Egyptian Pharaohs.
And when did Lexus ever out-engineer the Germans?

I just saw the new Cadillac commercial for the CTS.
Ooooh, I haven't yet! Describe it?

In real world™ marketing at major MNCs, you make substantive choices backed by facts and data.

Black and silver (and gold in some cultures) are known to be strongly associated with luxury, exclusivity, and upscale goods. There are psychological studies behind this. Can you argue in favor of red or white, especially for an underdog in need of global attention? Sure, but you don't give "umm, car pics are going to be not-black" as an answer to a question about Cadillac's "Americanness."

In this case, it's whimsy masked as managerial action, BS spewed forth because he couldn't answer the question, because he (and Cadillac, and GM, and most of us) have no clue what American luxury is supposed to be.

"Cadillac is about American luxury!"

'What is American luxury?'

"No more black cars in brochures!"
Get off my forum, you mumbling, stuttering bommunist.

Red universally expresses the virility Badillac is going for. Goes back to their red-blooded luxury bit.


¨ Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

¨ Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure.

¨ It has very high visibility that’s why stop signs, stoplights, and fire equipment are usually painted red.

¨ In heraldry, red is used to indicate courage. It is the color found in many national flags.

¨ Red brings text and images to the foreground.

¨ Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for 'Buy Now' or 'Click Here' buttons on Internet banners and websites.

¨ Red is widely used to indicate danger (high voltage signs, traffic lights).

¨ This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
How can you NOT use legendary names like El Dorado, (a city or country of fabulous riches held by 16th century explorers to exist in South America, or a place of fabulous wealth or opportunity)?
Easy. Because it's corny as ****.

Armed with her roll of quarters and a voucher to the buffet, good ole granny's gonna strike gold in the Eldorado before she goes back home on the Serendipity bus.

Take your head out of 1972 and you'll realize Eldorado no longer means anything to anyone.

Au contraire. Retail/service experience is one thing at which Cadillac truly excels. Cadillac was the #1 luxury automotive brand (and #1 overall) in J.D. Power's 2014 Customer Service study:

Okay... but now what do Cadillac's demographics look like and how do they compare to BMW/MB and what do they expect from Cadillac versus the Germans?

If Cadillac has a less wealthy clientele that has lower expectations, those results aren't really indicative of a superior experience... are they?
1 - 1 of 30 Posts
This is an older thread, you may not receive a response, and could be reviving an old thread. Please consider creating a new thread.