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Cadillac Will Target Younger Buyers

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On: Thu, Jan 29, 2015 at 12:24PM | By: Gary P Garry


Cadillac Will Target Younger Buyers

Cadillac has been a magical name within the pantheon of American automotive manufacturing for a very long time. The early history of the company is as interesting as it is incestuous (at least it is to a geek like me).

Many people are unaware of the fact that Henry Ford's efforts did not bear fruit at first. After a while, the people who financed the Henry Ford Company around the turn of the twentieth century did not see eye to eye with Ford, and he moved on.

A well-respected automotive engineer was brought in to analyze the company's assets as they were being prepared for liquidation. This man, Henry Leland, had different ideas. He talked the money men into backing his own automotive design, and it became the Cadillac. This was all the way back in 1902, and the company has been a major player ever since.

Some years later, Henry Leland went on to found the Lincoln Motor Company, so he was behind the two most important American luxury car brands of the twentieth century.

Fast forwarding to the present, the Cadillac division of General Motors is doing everything possible to adjust to the marketplace. The luxury car space certainly evolved with the ubiquitous emergence of cars like the Mercedes and the BMW in the United States, and other players have entered the picture.

Johan de Nysschen is the current president of Cadillac, and he recently answered some questions for Yahoo Autos.

To provide an overview, he stated that this year should be similar to the last when it comes to sales in the United States. He feels that things will begin to change in 2016 when dealers around the country will be fully stocked with CT6 models throughout the entirety of the year.

As you might imagine, the lingo that he uses in the interview is what I would call "CEO speak," but I can break it down in regular English.

The Cadillac has always been looked upon as a big, expensive car that is purchased by older people. This is not the best business model given the current lay of the land, and de Nysschen is fully aware of the changing dynamic.

Younger adult buyers are going to be a majority by the end of the current decade, so Cadillac is positioning itself to attract this demographic with smaller cars that come in at more affordable price points.

I've personally been impressed with the engineering direction, but perception is everything. It will be interesting to see if the marketing can match the product development.

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