[mchicha]

When I see one of these, i think .. drug dealer

 

[mchicha]

That is not always the case.



Uwe/Cadillac is focusing on a specific type of image. Certain colors convert a certain message.
You can absolutely make a case for colors and its portrayal in corporate messaging.



The problem here is that there is no such thing as "American Luxury."
I've made this point over and over here for years. American luxury is defined by other more global/European standards. There is no distinct and unique version of luxury. And even if there were, it's not seen or perceived as equivalent or greater than the European standard.

When you say "<Insert country here> luxury," it's going to project certain connotations. There is nothing that says anything about American luxury.

So Uwe's challenge is to determine that that means for Cadillac going forward and then play off that in all marketing and branding aspects.


Like I said months ago. Uwe was in charge of having to sell and marketing $1,000 ballpoint pens. Selling an American luxury car should be a cake walk.

I agree totally with these (highlighted)
The only thing I can think of as Uniquely american is innovation and bold forward looking attitudes.. America is a melting pot of cultures. No one single culture can really define luxury for america.

The only thing Cadillac could do if it wants to recluse into a culture is go french.

 

[mchicha]

I'm not sure about the French. But yes. Uwe needs to determine what Cadillac as a brand is going to stand for.
And I don't mean "performance" or "sport" or "technology."

It's about the image that Cadillac itself projects onto the car buying world. Because once Cadillac has that image, then the performance, sport, technology, luxury comes along for the ride. The buyer will then make that connection in his/her head about what to expect from Cadillac.

Their designs are unique, there is no mistaking a Cadillac for anything else on the road, thats for sure, but, I doubt that is enough.