CARMENTS You can “move it” (Caddy to NYC), “Big Tube it, Small Tube it, UTube it”, Groove it (with cool tech & cool design) but can you Prove it? (Sales). As The Cadillac Car Co becomes reality in the BigApple, will anyone bite? To succeed, Mary Barra’s 1st really big car project (recalls aside) must overcome many obstacles. Cadillac is a brand that has been beaten to a pulp (and left in the sun to dry and die!). The Cadillac is perceived as being old, stodgy and a Boomer-mobile w/o any real bang. It is the Old Testament of luxury cars. While the job of rebuilding the Buick brand was/is a monumental job, returning the Cadillac to its last “glory days” (late 90s) may makeBuick’s efforts and results look like child’s play. The trouble goes way beyond the vehicle itself. Today, throughout the world there is a new breed of target market consumer for luxury. It ain’t the Baby Boomers anymore; it is increasingly the young, mobile, successful, wealthy, global urbanite (F or M) that is on her/his way “up”. This person may well be a thriving entrepreneur, small biz owner or even an inheritor. As Millennials age and become 30-45yr olders, they will be the target market. They want to celebrate who they are with their purchases and NOT with an end zone victory dance. (Their celebration however is an “inside game” with outside acclaim). They want STATEMENT products. If it’s a car, it must offer the perceptual Prestige (image) of who they are; it should have Technology that can be useful, revolutionary (& speak to their youthful/contemporary age). And surely their vehicles must leap withDesign that is related to their image & youthfulness. At the end of the day, this all composites to delivering the perceptional Experience of exquisitely defining them and their success w/o a word! They must think it, know it and yes, feel it. More than anything else their Cadillac must aggressively STATEMENT them on the same competitive hiway where Audi, BMW, Infiniti & Mercedes road! In sum, when these successful, wealthy, etc., 30-45 yr olders “silently toot their horn (or their brand)” they must be silently self-affirmed and appropriately reaffirmed by others. Ah yes, “it’s so good to be so bad”.
Prestige + Technology + Design = Experience