"We are in a long-term campaign to close our credibility gap. The reality of our hardware and the general misperception of the overall buying public still exist. The V-Series is shouting that we have performance and to take a look. We want to bring the general public up to speed on what’s happening at Cadillac. Part of that is getting the right kind of drivers into our products who will spread the news by word of mouth. If we give them a piece of hardware that is satisfying to drive, we’ve got them in our boat and have made them all advocates."
— Jim Taylor, General Manager, Cadillac
How do you build a brand? The people at Cadillac are rebuilding their brand piece by piece, and they’re doing it right:
- Creating great individual products
- Creating a product family where each member contributes to the bigger brand in a unique but complimentary way — for the first time in years, Cadillac is selling cars that aren’t a Chevy underneath.
- Pricing products so that they’re a good value, but not so low that they smell of desperation. Nobody likes being seen in a devalued product — that’s what happened to the Ford Taurus
- Racing the cars to gain credibility with gearhead mavens who dictate automotive goodness, which is how BMW grew to be the Ultimate Driving Machine from a nothing brand in the 60’s (it worked for Subaru, too)
It’s not about creating an expensive advertising campaign, holding your breath, and hoping the suckers don’t notice that their purchase doesn’t live up to your promises. Build it right, get the mavens to come, and then everyone else will come.
PS: If you’re asking "Why so many cars on this blog?", here’s my answer.