Jump-Starting Cadillac

Guilford, Dave
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p28
Trade Publication
This article discusses the marketing efforts of General Motors Corp. for its Cadillac line of luxury vehicles in the U.S. in 1999. The company claims that its art-and-science concept will transform advertising, providing a unified theme that will replace different personalities seen in advertisements for various models. If the efforts pay off, the luxury division will begin to reverse its sales decrease, dropping 31.6% from 266,899 vehicles in 1989 to 182,570 in 1998. The goal also is to lower Cadillac's average owner age. INSETS: The 'art' of turnaround: Shift gears with Caddy division ads;Some still believe Cadillac is the only way to travel in style.


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