Cadillac Escalade courts hip trendsetters
By Earle Eldridge, USA TODAY
When Cadillac launched a redesigned Escalade sport-utility vehicle two years ago, it scored a hit with rappers, athletes and hip-hop wannabes.
Cadillac certainly hadn't planned that. But now, it's actively courting hip-hop trendsetters, giving them secret previews of the next-generation Escalade, offering them limited-edition versions and creating a contest for celebrities to show off their customized trucks.
In September, Cadillac rented a closed movie studio lot in California and invited rap artists, hip-hop entertainers and professional athletes, including several Los Angeles Lakers and Los Angeles Clippers basketball players, to a secret meeting.
Cadillac wanted to give them a private preview of the 2006 Escalade, which has not been shown publicly. To improve attendance, Cadillac promised not to publicize the event and even today refuses to name the 30 or so athletes and entertainers who came and stayed for several hours.
Most of the invitees own at least one Escalade, and Cadillac executives wanted to get their thoughts on the future model. While Cadillac wouldn't confirm it, it's a safe bet that L.A. Lakers star Shaquille O'Neal and rapper Snoop Dogg were invited. Both are loyal and vocal Cadillac lovers.
"We were amazed at the number that accepted," says Jeff Kuhlman, a Cadillac spokesman who attended the preview.
"They are passionate about the Escalade," says Mike Jackson, general manager of General Motors' western region. "When you've got a product like next-generation Escalade that is very, very critical to Cadillac as a whole, you want to make sure you get it right."
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By Earle Eldridge, USA TODAY
When Cadillac launched a redesigned Escalade sport-utility vehicle two years ago, it scored a hit with rappers, athletes and hip-hop wannabes.
Cadillac certainly hadn't planned that. But now, it's actively courting hip-hop trendsetters, giving them secret previews of the next-generation Escalade, offering them limited-edition versions and creating a contest for celebrities to show off their customized trucks.
In September, Cadillac rented a closed movie studio lot in California and invited rap artists, hip-hop entertainers and professional athletes, including several Los Angeles Lakers and Los Angeles Clippers basketball players, to a secret meeting.
Cadillac wanted to give them a private preview of the 2006 Escalade, which has not been shown publicly. To improve attendance, Cadillac promised not to publicize the event and even today refuses to name the 30 or so athletes and entertainers who came and stayed for several hours.
Most of the invitees own at least one Escalade, and Cadillac executives wanted to get their thoughts on the future model. While Cadillac wouldn't confirm it, it's a safe bet that L.A. Lakers star Shaquille O'Neal and rapper Snoop Dogg were invited. Both are loyal and vocal Cadillac lovers.
"We were amazed at the number that accepted," says Jeff Kuhlman, a Cadillac spokesman who attended the preview.
"They are passionate about the Escalade," says Mike Jackson, general manager of General Motors' western region. "When you've got a product like next-generation Escalade that is very, very critical to Cadillac as a whole, you want to make sure you get it right."
more...