...okay, they're somewhat vague specifics, but at least it's more than, "we need to be better"...
Cadillac's coming back, but job isn't done yet, official says
By K.C. CRAIN | Automotive News
Cadillac is on its way back but isn't there yet, said Marketing General Manager Mark LaNeve.
"What we do next will determine whether we can complete this renaissance or go down in history as having a couple of really good years," he said last week at the Automotive News World Congress.
LaNeve said Cadillac's plan to become the standard of the world has several components:
Product. Maintain strength in large luxury sedans and SUVs and enter key growth segments. Also use the V-series to re-establish a reputation for power and performance. An ultraluxury Cadillac is part of the plan.
Image. Build awareness for Cadillac's new products and extend the association with Led Zeppelin through 2004.
Dealer network. Retain profitable, premium dealers. Build consistency in dealerships, inside and out.
Residual values. Continue building residual values. The SRX, XLR and CTS are competitive with the imports.
Customer satisfaction. Continue to improve scores. Cadillac rose to second in 2003 on J.D. Power and Associates' Initial Quality Study.
LaNeve said Cadillac plans to open 75 dealerships in Europe, including 25 exclusive Cadillac-Corvette stores, by 2007.
In the question-and-answer session after his speech, LaNeve was asked why Cadillac would never sell cars less expensive than the CTS. The answer: Other GM brands occupy that territory.
Asked to name Cadillac's main competitors, he cited Lincoln in North America with the Navigator and Town Car. Globally, he said, they are BMW, Lexus and Mercedes-Benz.
Another questioner asked whether the XLR will hurt sales of the Chevrolet Corvette, with which it shares a platform. Since they are such different cars, LaNeve said, it's unlikely.
source
Cadillac's coming back, but job isn't done yet, official says
By K.C. CRAIN | Automotive News
Cadillac is on its way back but isn't there yet, said Marketing General Manager Mark LaNeve.
"What we do next will determine whether we can complete this renaissance or go down in history as having a couple of really good years," he said last week at the Automotive News World Congress.
LaNeve said Cadillac's plan to become the standard of the world has several components:
Product. Maintain strength in large luxury sedans and SUVs and enter key growth segments. Also use the V-series to re-establish a reputation for power and performance. An ultraluxury Cadillac is part of the plan.
Image. Build awareness for Cadillac's new products and extend the association with Led Zeppelin through 2004.
Dealer network. Retain profitable, premium dealers. Build consistency in dealerships, inside and out.
Residual values. Continue building residual values. The SRX, XLR and CTS are competitive with the imports.
Customer satisfaction. Continue to improve scores. Cadillac rose to second in 2003 on J.D. Power and Associates' Initial Quality Study.
LaNeve said Cadillac plans to open 75 dealerships in Europe, including 25 exclusive Cadillac-Corvette stores, by 2007.
In the question-and-answer session after his speech, LaNeve was asked why Cadillac would never sell cars less expensive than the CTS. The answer: Other GM brands occupy that territory.
Asked to name Cadillac's main competitors, he cited Lincoln in North America with the Navigator and Town Car. Globally, he said, they are BMW, Lexus and Mercedes-Benz.
Another questioner asked whether the XLR will hurt sales of the Chevrolet Corvette, with which it shares a platform. Since they are such different cars, LaNeve said, it's unlikely.
source
