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2016 ATS V
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Discussion Starter #1
When I first seen this commercial, and even before I knew it was for Cadillac I thought to myself "what an awesome commercial"! When I found out it was for Cadillac I was extremely proud to own one.

Cudo's to the marketing team at Cadillac for your efforts on this commercial, I think it hits the mark 100%. Keep up the great work Cadillac and continue to work hard at improving the quality of your vehicles to get the brand back to its former glory and regain the market share you once owned.

For those who have not seen the commercial yet the URL is below. Enjoy!

http://youtu.be/EGhaOV0BPmA
 

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Raven Black ATS 2.0T/ auto
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139 Posts
I agree, Great commercial!! BUT, if Cadillac is serious about getting back the prestige they once cherished along with market share, they should be concentrating on what retains customers and makes new ones-- by fixing whats wrong with their service departments and service personnel. It really isn't a complex formula -- make sure techs are thoroughly educated on all new models and equipment so they can identify and fix problems and get service advisors that treat customers like humans!......SIMPLE
 

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2014 ATS
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I agree, Great commercial!! BUT, if Cadillac is serious about getting back the prestige they once cherished along with market share, they should be concentrating on what retains customers and makes new ones-- by fixing whats wrong with their service departments and service personnel. It really isn't a complex formula -- make sure techs are thoroughly educated on all new models and equipment so they can identify and fix problems and get service advisors that treat customers like humans!......SIMPLE
I have only had one experience with my service dept so far.. It was for the rear tires being low in air, the dash told me that all 4 tires were at 33-31 psi, however the rear ones were orange and the front was green so I rook it in and they reset the monitors, that did not fix it as they told me that the rear was more sensitive then the fronts and that the back needed to be 35 instead of 32..

Now the service guy was very helpful, commented on how nice the car was and the tech he brought out was a younger guy but I would assume new to the job. I think they may be working on the service issues, at least at my dealership..
 

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2016 ATS V
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Discussion Starter #4
I agree they need to continue to improve on their service experience. It would be fantastic to see them have their own Cadillac sales/service dealerships to add to their re-imaging vision and break away completely from GM.
 

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2019 XT4 Premium AWD Build 7/22/18 / 2013 ATS4 3.6 Premium Build 12/21/2012
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1,622 Posts
I think the commercial is just OK. The best ones they had were when they were introducing the ATS and they were showing it perform and the ELR commercial that was about American exceptional-ism.
 

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2013 3.6 RWD Premium - 2006 BMW Z4M
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I disagree with at least part of this article

Because ultimately, Cadillac’s success is going to hinge on its products, certainly not a short-lived, confusing teaser whose budget would clearly have been better invested in buying more airtime for commercials like “No Regrets” that might actually tease buyers into a test drive.
A lot of the problem with Cadillac is it's image. My wife and most of the people I know will not consider one because of it's image, regardless of how good the product is. When it comes to customer service and reliability only the long term proof will change people's minds but the image needs to be worked on by Marketing. It doesn't matter to me (and actually like the "I didn't follow the herd") but many times (wife included) when I tell someone I bought a Cadillac they look at me in bewilderment. The "I thought you were a car guy?", "How old are you?" "What is an ATS?, my dad had a El Dorado and a Coupe de Ville" has to change to increase market share. Jaguar has had a long term image of building great driving/image cars that have been known for horrible reliability. As great as their products may be, it will take them time to get over this issue (at least in many peoples minds).

My opinion is the Cadillac is at least an equal when it comes to reliability to the German's (probably with lower over all repair costs) - coming from a long term Audi. I don't believe the dealership experience is up to their standards and Cadillac is working on it. Not sure how you can advertise the dealer experience to the country, at least not until it actually changes.
 

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2014 ATS 2.0T AWD
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when I tell someone I bought a Cadillac they look at me in bewilderment. The "I thought you were a car guy?", "How old are you?" "What is an ATS?,
The commercial irritated me. I don't want to read a commercial and I spent the entire minute wondering what the message is. And after all that, they hardly showed the car. Teaser commercials piss me off. If you don't show the side view of the car, you must be embarrassed about it and it must be ugly. Don't make me go and look it up on the internet or drive all the way to a dealer. You have one chance to get my attention and you blew it. The quote above is great. What is an ATS? I only recently bought an ATS as I saw one in a parking lot several months ago. The car has been out what 2 years and I never seen a side view of one. I only research those vehicles I have an interest in. Had I not saw one, I would not have had an interest in it. You want people like me who never gave Cadillac a second thought to consider the product going forward. Hint: Show the car. Tell the people WHAT changed and prove it. I just saw an article in the USA Today today on the concept Lincoln Continental. Pictures galore and a full side view. It got my attention and I remember it (and won't forget about it). The new Cadillac that is soon to be out, CT6? (I am not even sure I remember the model name) I have no idea of what it looks like yet and don't really care if I see it. Not the outcome you want in a commercial.
 

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2013 ATS 2.0T Lux, 2017 MB C300 Coupe
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I think that Cadillac's ATS commercials stink, badly. They have completely failed to install any public awareness about the ATS. I have many friends and acquaintances, and sadly, during the two years of my ATS ownership, I have yet to meet anyone (yes, that is anyone) who knows what an ATS is. Now, I must admit that I live in a gated retirement community, and these folks are not the ATS' targeted audience; but these people do have some very nice cars and if they knew about the ATS, I would not have to go into some long discussion describing the attributes of the car vs the comparable Audi/BWs/MBs that they are driving. Bottom line is that after two years, regardless of all the fine ATS reviews, Cadillac has failed to establish ATS brand awareness/recognition.
 

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'16 CTS V-Sport Black/'16 CTS Luxury w/V-Sport Pkg White
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just to play devils advocate....maybe Cadillac succeeded, if they failed to establish brand awareness in a retirement community:stirpot:
 

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Love it? Hate it? Either way, mission: accomplished. The commercial is being noticed, and is warranting a reaction. Get the brand noticed before it disappears into obscurity, like Saab did (the first time), in a highly saturated market.

While Cadillac aims its target squarely at BMW, it's base will realistically be potentially Acura and Infiniti buyers...in my opinion.

I've got a preview pass to the NY Auto Show this Thursday. Looking forward to seeing what the CT6 is all about, up close and personal.
 

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pis sedoffwookiee;14140193 said:
just to play devils advocate....maybe Cadillac succeeded, if they failed to establish brand awareness in a retirement community:stirpot:
Certainly, a reasonable thought, POW. However, here in SoFL, an awful lot of older folks are into BMWs. However, for the most part, I believe that they are getting the BMWs for the badge and not the drive. But, to tell the truth, even when speaking with younger people(eg, 30s and 50s,) I have to go into an ATS travelogue to let them know this is not your grandfather's caddy. On first seeing my new car, most say: "So, you got yourself a Caddy, nice car, good luck. ATS? What's that?" Then I tell them that I didn't get the car because it is a Caddy, I got it because of its drive characteristics. And if they will listen further, I'll describe those characteristics. Actually, I now have an ATS handout card describing the car. Saves a lot of time talking about the car...LOL.
 

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Raven Black ATS 2.0T/ auto
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Cadillac had an ad out a few years back that showed clips of the CTS and V driven hard and fast with Led Zeplin tunes in the background. I thought that was an awesome commercial that showed Cadillac changed and was making drivers cars instead of rolling couches. It definately got your attention and made you want to at least go test drive a Cad. if not buy one....Their marketing needs more soul, along with some high energy.
 

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'16 CTS V-Sport Black/'16 CTS Luxury w/V-Sport Pkg White
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Love it? Hate it? Either way, mission: accomplished. The commercial is being noticed, and is warranting a reaction. Get the brand noticed before it disappears into obscurity, like Saab did (the first time), in a highly saturated market.

While Cadillac aims its target squarely at BMW, it's base will realistically be potentially Acura and Infiniti buyers...in my opinion.

I've got a preview pass to the NY Auto Show this Thursday. Looking forward to seeing what the CT6 is all about, up close and personal.
Cadillac did some market research when looking into their positioning here's what they uncovered

European car buyers are more affluent than Asian car buyers and most interesting is that neither group likes to cross shop the other...in other words once a Lexus/Acura buyer you tend to stick there and not look at the European cars and the same went for the European buyers.

Asian car buyers were more sticky within Asian makes in that they tended to stick to one brand so lexus buyers didn't necessarily go infinity they have sort of a ford/chevy thing going....on the other hand European buyers were far less sticky and happily bounce around between BMW, Mercedes, and Audi, this phenomenon was most prevalent in the C segment (ATS/3 Series/C Class) it turns out the entry level luxury buyer is the least loyal buyer and they follow trends which car is coolest at the moment and deals which brand has the best lease when their lease is up.....these buyers will then slot themselves in and stick more to a brand when they move upscale

this was the mission of ATS, make a german like drivers car and insert it into the entry level melee and hopefully peel off some customers, this strategy worked last year when there was a competitive lease, this year not so much



and these discoveries helped im sure with the decision to step over the Asian near lux market and go for it in the higher end amongst the Euros

and it should be noted that i'm referring to Cars not people when i mention continents
 

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I like the "Dare Greatly" tag line and the version of the commercial that shows all the different people. The Teddy Roosevelt speech can and( I'm sure after tomorrow's NY auto show unveiling of ct6 ) will be used more effectively , more punch.

Stand by for more, they should be great.
 

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Dare, blah blah blah... Sort of reminded me of "The Caddy That Zigs". Snore. It sure didn't make me think I should go look at one.

Cadillac did have some very cool commercials around 2005 for the CTS-V though.
 

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Current 2014 red CTS Vsport/ Black Raven 2013 3.6 ATS4 gone
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You are right. No one I know, knows what an ATS is except real car people. That's not normal for me. But not one regular consumer I know has a clue what it is.
I think that Cadillac's ATS commercials stink, badly. They have completely failed to install any public awareness about the ATS. I have many friends and acquaintances, and sadly, during the two years of my ATS ownership, I have yet to meet anyone (yes, that is anyone) who knows what an ATS is. Now, I must admit that I live in a gated retirement community, and these folks are not the ATS' targeted audience; but these people do have some very nice cars and if they knew about the ATS, I would not have to go into some long discussion describing the attributes of the car vs the comparable Audi/BWs/MBs that they are driving. Bottom line is that after two years, regardless of all the fine ATS reviews, Cadillac has failed to establish ATS brand awareness/recognition.
 

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2014 XTS Premium; Previously 2013 ATS 3.6L Auto, 2013 ATS 2.0L Auto
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Only 'car people' are going to know anything about a car. I had a 2012 Mustang GT and only those into cars knew anything about the Coyote engine and its performance. Some of the general public knew it was a Mustang, but some could not even tell you that it was a Ford. Most folks only care about fuel economy and safety; performance is not what they care about in a point A to B object. You either advertise to a specialized target audience or the general public, and the style of ad is different for the two.
 
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