The Great Recession and GM’s fall into bankruptcy contributed to the reduction of Cadillac’s sales by 32 percent in the U.S. in 2009. And while Cadillac has gained 14 percent so far this year, the figure is the worst showing of GM’s remaining brands: Cadillac, Chevrolet, GMC and BuickThus analysts are saying that Cadillac is turning its back on GM in order to avoid the stigma of the parent company’s bankruptcy. They say that it threatens Cadillac’s credibility as a quality product. The brand is dropping the GM name from its marketing and dealerships. It has even changed its e-mail address from @gm.com to @cadillac.com.
Cadillac will run its own marketing campaigns that will include lease promotions that attract the luxury car buyer. Cadillac even hired a new ad agency to do its advertisements — Bartle Bogle Hegarty, a New York based agency. A new ad campaign will start later this month before a model introduction at the New York International Auto Show on March 31.
GM hopes that the strategy will contribute to a boost in sales for Cadillac of 28 percent. The company expects to sell 140,000 units this year.
via Bloomberg
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