cadillac xts

” Marketing Officer Uwe Ellinghaus said the goal is to gain the attention of fashionistas, rather than cater to car buffs, auto journalists and other petrolheads. Because in his view, younger customers are less interested in the technical details of cars, and don’t read car magazines as often as they used to. But “they are very interested in fashion. They are very interested in design,” he said.”

And-

Cadillac's Director of Brand & Reputation Strategy: "We Don't Want To Be An Automotive Brand" - The Truth About Cars

Thus spake Melody Lee:

“I’ll often say, ‘Well, do you want a millennial’s perspective?’ You have one right here.”

“Everyone in New York is always just a little bit ahead of everyone else and we need to be the brand that stands for that.”

“I don’t buy products, I buy brands. I don’t use Apple computers because they are the best computers, I use them because Apple is cool. We need to show drivers what the Cadillac lifestyle is all about.”

“We want to be a global luxury brand that happens to sell cars. We don’t want to be an automotive brand.”


All I can say is i hope the product itself is good, like great motor transmsion ride and interior, because as the cimaron/volt/emiraj and cadillac in general shows marketing can only take you so far.

Or in the imortal words of Carlos Ghosen, "there is no problem at a car company that great product cant fix" Hope they are not mising that part...