: Cadillac Brand Health (Comparison)



Jesda
02-08-05, 09:02 AM
I'm doing a presentation on Cadillac for my marketing class today, and stumbled upon this:

http://q.spilky.com/nicothread/cad1a.jpg
http://q.spilky.com/nicothread/cad2a.jpg
http://q.spilky.com/nicothread/cad3a.jpg

Full report:
http://q.spilky.com/nicothread...y.pdf (http://q.spilky.com/nicothread/Cadillac-Case-Study.pdf)

Written by Bridgette M. Braig, Ph.D.

Katshot
02-08-05, 10:37 AM
Unless I'm reading that wrong, the Escalade brand is stronger than the CTS comparatively at least. I wonder why. Could it be because it's the ONLY Cadillac with an actual name? Could it be that since it's not REALLY a Cadillac at all, people trust it more? (people are associating it with Chevy trucks) Or could it be that they did their survey at a Hip-Hop club? :D

gothicaleigh
02-08-05, 01:44 PM
The survey is looking at the impressions people have of the brands. Why the Escalade is perceived better by the general public is obvious.

The CTS is in a much more competitive segment that has long been dominated by the germans. Americans can't build quality luxury sport sedans is the general perception. This will take years to reverse.

The Escalade exists in a segment that America has always stood on top of. No one doubts that we make good trucks.
Being the chosen vehicle of the rap artist/sport star crowd doesn't hurt either...

Katshot
02-08-05, 06:06 PM
Maybe, so then why is the Navigator (the truck that started the "cool" full-size SUV craze) so much worse in the survey?

CaddyFan2004
02-08-05, 07:15 PM
The people surveyed must know nothing about cars, for precise handling they rated the CTS 28 and the Lexus ES300 a 41!!

gothicaleigh
02-08-05, 08:41 PM
Maybe, so then why is the Navigator (the truck that started the "cool" full-size SUV craze) so much worse in the survey?

The Escalade has become a much larger pop culture icon than the Navigator. Every time a sports star is seen driving one or anytime a rapper mentions one on their new CD, Cadillac receives better advertisement than any ad campaign they could ever dream of. Exposure has given it a better public perception.

Lincoln has not had the success Cadillac has in reaching influential people.

ben72227
02-08-05, 08:51 PM
Lincoln has not had the success Cadillac has in reaching influential people.

Not to mention that the escalade IS A CADILLAC. Most Americans (especially older ones) assosiate Cadillac with being THE american luxary car, while the lincoln is kinda just...there.

The CTS is relatively new (compared with the Escalade) and its more of a "near-luxary" car than anything else. Not to mention it has that hideous grill. (Not talking about the v model here mind you...) wheras the 3-series is probably the coolest "near-luxary" car out right now (until the '06 model comes out anyway) since Mercedes are old and for chumps and Infiniti, Lexus, and Lincoln aren't really cool compared to Cadillac and BMW... so...

Jesda
02-09-05, 09:42 AM
The people surveyed must know nothing about cars, for precise handling they rated the CTS 28 and the Lexus ES300 a 41!!

Of course, and its a failure on the part of Cadillac to make this clear to customers (or a successful effort by Lexus at fooling people). Marketing is less about what is, and more about how things are preceived to be.