Cadillac

Paper Summary:

In the history of car manufacturing and sales, Cadillac Automobile Company remains unsurpassed when it comes to identifying a brand that managed to achieve the highest status as America's primary luxury car manufacturer. This paper discusses however, how Cadillac's failure to maintain its brand image power in terms of marketing, advertising and sales persisted because it was not able to capture the changing consumer market, especially the demographic shifts that has been occurring in the 21st century.

From the Paper:

"The first dilemma that Cadillac failed to remedy is the ineffective advertising campaigns Cadillac used during the '90s, wherein the ads failed to identify a particular audience at which the ad may be addressed (Delano, 1999:125). Because the ad targets no particular sector or segment of the market, cars manufactured during this period failed to achieve a high level of salability, as compared to the Cadillac tradition of quality-made and luxury cars. To further worsen the problem, Cadillac had been accused of violating provisions indicated in the Clean Air Act, and that General Motors-Cadillac "...had some Cadillac engines that were modified in a such way that the engines "defeated" their air pollution control system" (Doyle, 2000:150). Customer complaints alleging that the engines or car parts of Cadillac cars produced during the '90s were defective did not help bring back the strength of Cadillac's brand image power. As new car brands emerged in the market, Cadillac gradually lost its popularity and faded out of the luxury car manufacturing industry as the new millennium set in."

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